Liverpool sign most lucrative shirt sponsorship deal in Premier League history to gazump Man Utd’s record

LIVERPOOL have announced a £300million shirt sponsorship deal with Turkish Airlines. And club chiefs reckon that the five-year agreement is the largest in Premier League history. Liverpool are set for a new shirt sponsor Credit: Alamy The Reds are teaming up with Turkish Airlines Credit: Alamy The deal will come into effect next June, when the Reds’ arrangement with Standard Chartered officially comes to an end. According to The Times, the deal is worth more than £300million – around £50m per season. Sign up for the Football newsletter Thank you! They believe that is the largest deal of its kind among Prem sides – although some claim that Manchester United‘s five-year Snapdragon deal, which began in 2024, is similar. In addition to men’s home team strips, Turkish Airlines will also be worn across women’s and academy team kits. Confirming the deal, Liverpool’s chief commercial officer Ben Latty pointed to the club’s history with Turkey. The Reds famously won the Champions League in Istanbul in 2005, coming back from 3-0 down to beat AC Milan and win their fifth European Cup. Global bank Standard Chartered, who have been Liverpool’s shirt sponsor since 2010, saw their period of exclusivity expire last year. The Reds then neared a deal with Turkish Airlines even before their recent partial takeover. Most read in Football BEST FREE BETS AND BETTING SIGN UP OFFERS Liverpool have pointed to their special history in Turkey Credit: Reuters Liverpool owners FSG sold a 38 per cent stake in the club last month to a consortium that includes Amazon chief Jeff Bezos, as well as Amit Bhatia and Eduardo Saverin. And the Turkish Airlines deal points to the club’s vast commercial value. Liverpool already have an official airline partner, having previously teamed up with Japan Airlines. This contract will expire next May ahead of the Turkish Airlines deal kicking in. Standard Charted and Carlsberg have been Liverpool’s only shirt sponsors of the last 35 years, having both developed long-term relationships with the club. The former is expected to remain a global club partner following the expiration of its shirt sponsorship deal. Comment now