Turkish Airlines will become Liverpool's front-of-shirt sponsor from the start of the 2027-28 season in a £300m deal. The five-year contract is worth in excess of £60m a season, an increase on the current £50m-per-season deal with Standard Chartered, which has been the club's main partner since 2010 and is the existing front-of-shirt sponsor. Liverpool believe the agreement with Turkish Airlines is the the most valuable front-of-shirt-only commercial deal in Premier League history - with Arsenal and Manchester City's deals with Emirates and Etihad Airways respectively also involving stadium naming rights.