Liverpool's Blockbuster Jersey Deal Shatters Records — But How Does It Stack Up Against Top Rivals?

Liverpool will swap British bank Standard Chartered for Turkish Airlines as their shirt sponsor from the 2027–28 season, representing the club's first major kit change in nearly two decades.

Standard Chartered has served as Liverpool's main shirt sponsor since 2010, and Turkish Airlines will become only the sixth company to have its logo displayed on the front of the club's jerseys since Hitachi pioneered the arrangement close to half a century ago.

The infrequency with which Liverpool changes shirt sponsors lends the arrangement a notable sense of exclusivity.

"The front of the shirt is one of the most recognizable positions in world sport and one that the club has historically reserved for long-term and meaningful partnerships," Liverpool stated.

The branding will appear on the front of men's, women's and academy match shirts. AXA remains the sponsor of Liverpool's training wear, while Expedia holds the sleeve sponsorship on match kit.

The Times and The Athletic both reported that the five-year Turkish Airlines deal will be worth in excess of $405 million (£300 million) to Liverpool—at least $81 million (£60 million) per season. It represents some of the most valuable advertising space in global soccer.

Standard Chartered had been paying $68 million (£50 million) annually since the deal was last renewed in 2022, making the new arrangement considerably more profitable for the club. Liverpool's commercial operation has expanded enormously since 2010, with revenue last season surpassing $946 million (£700 million) for the first time—meaning a single year of the Turkish Airlines deal is worth more than the club's total commercial income 17 years ago.

How Much Liverpool Will Earn Compared to Rivals

According to BBC Sport, Liverpool believe their agreement with Turkish Airlines to be the most valuable pure shirt sponsorship deal in all of soccer, eclipsing the $75 million value of Manchester United's current Snapdragon partnership that kicked off in 2024.

Manchester City and Arsenal both generate greater income through their respective deals with Etihad Airways and Emirates, but those arrangements extend beyond shirt sponsorship alone. Both airlines also cover stadium naming rights, with Emirates branding additionally appearing on Arsenal's training kit.

La Liga heavyweights Real Madrid (Emirates) and Barcelona (Spotify) have similarly wide-ranging contracts that go beyond match-day shirts. Emirates also features on Real Madrid's training kit, while Spotify holds both training kit sponsorship and stadium naming rights for Camp Nou, though the latter is a separate agreement.

Paris Saint-Germain and Bayern Munich deals are broadly on par with Liverpool and Manchester United. Chelsea, however, trail significantly, having cycled through a string of short-term arrangements in recent seasons after beginning four consecutive campaigns without a primary shirt sponsor. The Blues are holding out for a more lucrative deal, but on-pitch instability has limited their earning power.

*includes training kit
**includes training kit, stadium naming rights

Every Liverpool Shirt Sponsor

*initial contract length