Liverpool FC announced a new master sponsorship agreement with Turkish Airlines, which will replace Standard Chartered from 2027. The new contract guarantees the English club almost 70 million euros per year, a significant amount that reinforces the club's financial position in the elite of European football.
Turkish Airlines thus becomes the new main sponsor of the "reds", occupying a space that was held for 17 years by Standard Chartered. This change represents one of the biggest sponsorship swaps in the history of English football, marking the end of a long-standing partnership between the bank and the Anfield club.
The agreement comes at an important time for Liverpool, which has been investing heavily in building a competitive team both in the English league and in European competitions. The entry of a new international airline partner demonstrates the club's global appeal and its ability to attract sponsorships from large-scale brands.
With this new contract, Liverpool joins other major European clubs that have partnerships with airline companies, such as Barcelona with Qatar Airways and Real Madrid with various brands in the sector. Turkish Airlines, in turn, reinforces its international sports marketing strategy, which already includes partnerships with other clubs and sports federations.
