Liverpool confirm one major change at the club for next year; it hasn’t happened since 2010

Liverpool FC have announced a landmark deal for the club which could yield as much as £300m in revenue for the Reds.

While fans are largely and understandably preoccupied with what happens on the pitch, the generation of wealth from off-field avenues is also essental to the overall success of the football club.

Sponsorship deals can be an incredibly lucrative avenue for globally established outfits like LFC, with businesses paying millions to have their brand name associated with world-famous sport teams.

Liverpool announce new shirt sponsor

On Tuesday, Liverpool confirmed (via liverpoolfc.com) that Turkish Airline will become the club’s main commercial partner from 1 June 2027 and the primary shirt sponsor from the start of next season.

They’ll replace Standard Chartered, whose logo has been on the Reds’ matchday kit since 2010; and the bank will transition to ther role of global partner at LFC, thus continuing their association with the club.

As reported by Lewis Steele for the Daily Mail, the Turkish Airlines deal will be worth more than £60m per year to Liverpool – an annual increase of £10m from their current shirt sponsor – and will bring them in line with the revenues being generated by the two Manchester clubs from their corresponding deals.

Increased revenue from new deal can only be good for Liverpool

This marks just the second change of shirt sponsor for the Reds in 35 years, with that time divided almost equally between Carlsberg (1992-2010) and Standard Chartered (2010-2027), and Turkish Airlines will be the sixth brand to adorn the front of an LFC matchday kit.

The new sponsorship will take effect two years after the club restored its partnership with Adidas, who replaced Nike as our kit supplier last summer for their third stint with the Merseysiders.

Liverpool front-of-shirt sponsors

The agreement with the German brand is reportedly worth £60m per year to Liverpool, matching the value of the new Turkish Airlines deal, and that generation of additional revenue is something we warmly welcome.

Standard Chartered will step aside next year in the knowledge that their name will be associated with an era of much success at Anfield, with the Reds having won the Premier League twice and the Champions League with the bank’s branding in the trophy presentation photos.

Hopefully Turkish Airlines will also become synonymous with plenty of memorable moments for LFC over the next few years!