At the end of the 2026-27 season, Liverpool will have had Standard Chartered as their primary shirt sponsor for 17 years. For the 18 years before that, Carlsberg were the shirt sponsor. Both sponsors crossed managerial eras, saw badge changes, and became **** ociated with the front of a Liverpool kit to the point they almost faded into the background.
Next season, for the first time in 35 years, there will be a new one, with the club announcing today that Turkish Airlines had agreed a five-year deal reportedly worth upwards of £300M that will see them become the club's new primary shirt sponsor.
Though some sponsorship deals have a higher total value, those include stadium and other naming rights and Liverpool's new deal is said to be the must lucrative in the Premier League for a front of shirt sponsor. In addition to being the first new sponsor in 35 years, Turkish Airlines will become just the sixth shirt sponsor in the club's history.
Liverpool got their first with Hitachi (1979-1982) before moving to Crown Paints (1982-1988), Candy (1988-1992), Carlsberg (1992-2010), and then Standard Chartered (2010-2027) .
"This is a milestone announcement for us and we are delighted to welcome Turkish Airlines from June 2027," said Liverpool Chief Commercial Officer Ben Latty in a press release. "The front of the Liverpool shirt holds a special place in the history of our Club, and we look forward to building a strong relationship—with already strong foundations built from those special memories back in 2005.

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