By Alex Heath
Less than a month after Amit Bahtia led a consortium to buy a 38% stake in Liverpool Football Club, off-the-field investment looks likely to continue with the announcement that Turkish Airlines will be the club's new front-of-shirt sponsor.
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The deal, starting at the beginning of the 2027/28 season and lasting for an initial five years, will earn the club over £300 million and, the club believes, is the largest ‘shirt-only’ sponsorship deal in Premier League history - with Manchester City, Arsenal, and Brighton all agreeing to stadium naming rights for their respective FoS in recent years.
Ben Latty, Liverpool’s chief commercial officer, said:
“This is a milestone announcement for us, and we are delighted to welcome Turkish Airways as our main club partner from June 2027.
“The front of the Liverpool shirt holds a special place in the history of our club. Turkish Airlines is a globally recognised organisation with an extensive international network, and we look forward to beginning our partnership and building a strong relationship together, with already strong foundations built from those special memories back in 2005.”
Meanwhile, this is the first time Turkish Airlines has been the main sponsor for a football club in Europe - having been the Turkish National Team’s main sponsor since 2007, as well as several “secondary sponsors” for the likes of UEFA, Borussia Dortmund, and Barcelona. As such, it represents a huge investment in a market that the airline may not be as well known in.
Indeed, the investment exemplifies the confidence FSG (and 1892 Holdings) have in the club’s ability to generate finances, despite having a difficult season last time out.
Ultimately, however, it will always be the performances on the pitch where Liverpool will be truly evaluated, but at least the club's bottom line will remain healthy for a few years to come.
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