Standard Chartered Leaves Liverpool: Why It’s Ending and How Much is the Turkish Airlines Deal Worth?
Standard Chartered is leaving Liverpool's shirt after 17 years. Find out why, how much its deal was worth and what Turkish Airlines will pay.
Liverpool are set to replace Standard Chartered with Turkish Airlines as their shirt sponsor from the 2027/28 season, bringing an end to one of the Premier League’s longest-running sponsorship partnerships. Standard Chartered has been on Liverpool’s shirts since 2010, but the club has now agreed a five-year deal with Turkish Airlines worth more than £300 million.
Why Is Standard Chartered Leaving Liverpool?
Standard Chartered’s current front-of-shirt agreement runs until the end of the 2026/27 season, and its exclusive window to negotiate a renewal expired without a new agreement being reached. However, the bank is not finally leaving Liverpool, as it will continue as a global partner from the 2027/28 season.
The change is more about Liverpool securing a more valuable main sponsorship deal than a complete breakdown between the club and Standard Chartered. The bank’s current agreement is worth around £50 million per season, while Liverpool’s new deal with Turkish Airlines is worth more than £60 million annually.
How Much Is the Turkish Airlines Liverpool Deal Worth?
The 5 year Turkish Airlines agreement is worth more than £300 million, meaning Liverpool will be receiving over £60 million per season. The airline’s branding will appear on the front of the men’s, women’s and academy match shirts from June 2027 onward.
Liverpool believe the new agreement is the most valuable front-of-shirt-only sponsorship deal in Premier League history, although comparisons with other major deals can be complicated when stadium or other commercial rights are taken into considerations.
The Turkish Airlines partnership will also mark only the sixth main front-of-shirt sponsor in Liverpool’s history and the first change to the club’s main shirt partner since Standard Chartered replaced Carlsberg in 2010. For Liverpool, the deal is another major boost to their commercial revenues and reflects the growing global value of the club.
