Turkish Airlines inks £300m deal to sponsor Liverpool FC

Turkish Airlines will replace current sponsor Standard Chartered as Liverpool's primary front-of-shirt sponsor, beginning at the start of the 2023-24 season. The multi-year arrangement represents one of the most valuable sponsorship agreements in football, underscoring the global appeal of the six-time European champions.

The partnership reflects Liverpool's status as one of world football's most commercially attractive franchises, with a global fanbase extending across Asia, Europe, and beyond. Turkish Airlines' investment signals the carrier's continued commitment to sports marketing and brand visibility in key markets.

Financial terms place the deal among the top sponsorship agreements in English football, comparable to arrangements secured by rival clubs in recent seasons. The agreement encompasses shirt branding during matches and broader commercial partnership opportunities.

Liverpool has maintained a strong sponsorship portfolio in recent years, with partnerships spanning global markets. The new deal with Turkish Airlines enhances the club's commercial revenue streams as it competes domestically and in European competitions.