Liverpool Agree £60m-a-Year Shirt Deal With Turkish Airlines
Liverpool have agreed a five-year shirt sponsorship with Turkish Airlines worth more than £60m a year, the Guardian and The Athletic report, in one of the club's most valuable commercial deals.
Liverpool Agree £60m-a-Year Shirt Deal With Turkish Airlines
Liverpool have agreed a five-year shirt sponsorship with Turkish Airlines worth more than £60m a year, the Guardian and The Athletic reported on Tuesday, in one of the most lucrative commercial partnerships in the club's history.
The Guardian put the annual value at "more than £60m", with Turkish Airlines branding to appear on Liverpool's matchday shirts from the start of the 2026-27 campaign. The Athletic separately confirmed a five-year term. Two independent tier-one outlets now carry the figures, placing the deal on confirmed footing.
The partnership extends Turkish Airlines' existing football footprint — the carrier has a long history of shirt deals across European clubs — and gives Liverpool a global front-of-shirt platform across its pre-season tour programme and Champions League fixtures.
According to the Guardian, the deal is one of the most lucrative commercial partnerships in the club's history, and one that significantly bolsters Liverpool's revenue streams. Turkish Airlines branding will replace the club's previous front-of-shirt partner, with the Guardian's "more than £60m" figure representing a marked step-up on prior shirt valuations.
Premier League front-of-shirt valuations have moved sharply across the 2026 commercial cycle. Manchester United and Manchester City are widely understood to sit at the top of the market; Liverpool's new deal closes that gap. Industry observers have pointed to inflated base rates, driven by Champions League participation, pre-season tour exposure and tighter competition for global brand partners.
The move comes as the Premier League's commercial rights cycle continues to push valuations higher across the board, with sleeve and training-kit deals also resetting. Several of the league's biggest clubs have used the 2026 cycle to renegotiate or expand existing partnerships at higher base rates.
The Guardian's reporting cites a base value of "more than £60m" annually, with performance-related add-ons layered into the structure. Liverpool declined to comment on contract specifics when approached. The club is yet to disclose the full breakdown of the package or the on-shirt visibility start date beyond confirming the partnership for the coming season.
The announcement lands as the Premier League returns from the international break. Liverpool's start to the 2026-27 campaign has been mixed, with attention split between domestic form and Champions League commitments. Off the pitch, the commercial picture is clearer: this is the headline deal of Liverpool's summer and the anchor line in a re-tooled sponsorship portfolio.
The Turkish Airlines partnership also shifts Liverpool's leverage in negotiations on remaining regional and sleeve partners, with a higher-value front-of-shirt benchmark now set. The Guardian's and The Athletic's reporting is the basis for the value currently on the record; the club's formal announcement, when it lands, is expected to mirror the headline figure. Liverpool have been on a global pre-season tour and start Champions League fixtures this month, giving the new front-of-shirt partner maximum visibility from launch.