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🇳🇬 Nigeria /Sports

Liverpool to Change Shirt Sponsor for First Time Since 2010

From Vanguard · () English

Translated from English and summarized by DistantNews. Read the original for the full story.

At a glance

News Named sources New plan
  • Liverpool announced a five-year partnership with Turkish Airlines, which will become the club’s main shirt sponsor from the 2027-28 season.
  • The agreement ends Standard Chartered’s 17-year run on the front of Liverpool’s shirts, although the bank will remain a global partner.
  • Financial terms were not disclosed, but media reports value the deal at more than £300 million over five years.

Liverpool will put a new name on the front of its famous red shirt for the first time since 2010, with Turkish Airlines taking over as the club’s main sponsor from June 2027.

The five-year agreement will end Standard Chartered’s 17-year spell as Liverpool’s front-of-shirt partner. Turkish Airlines branding will appear on the men’s, women’s and Academy shirts from the beginning of the 2027-28 season. Standard Chartered will remain connected to the club in a global partnership role after the 2026-27 campaign.

Liverpool did not disclose the financial terms. Media reports have valued the agreement at more than £300 million over five years, which would make it one of the Premier League’s most lucrative shirt sponsorship deals, although the club has not confirmed that figure.

milestone

· Ben LattyLiverpool’s chief commercial officer used the word to describe the new sponsorship agreement.

Liverpool chief commercial officer Ben Latty called the announcement a “milestone” and highlighted the importance of the shirt’s front position. “The front of the Liverpool shirt holds a special place in the history of our club,” Latty said, adding that Turkish Airlines’ global reach would provide a strong foundation for the partnership.

The arrangement also carries an Istanbul connection for Liverpool. The club won the 2005 Champions League final in the Turkish city after recovering from a 3-0 deficit to beat AC Milan on penalties. Turkish Airlines is already an official Champions League partner and the main sponsor of the Turkey national team.

The front of the Liverpool shirt holds a special place in the history of our club.

· Ben LattyHe highlighted the significance of the shirt’s main sponsorship position.
About this summary

Originally published by Vanguard in English. Translated, summarized, and contextualized automatically by DistantNews, with a note on how the source frames the story. Not individually reviewed before publishing. How this works.

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