Turkish Airlines will be new Liverpool shirt sponsor in £300m deal

Liverpool announced Turkish Airlines will be their front-of-shirt sponsor from the 2027/28 season in a deal reportedly worth £300 million over five years.

This new contract surpasses Liverpool's current £50 million-per-season sponsorship with Standard Chartered, making it the most lucrative front-of-shirt deal in Premier League history.

Turkish Airlines' partnership with Liverpool, emphasised by shared values of excellence and international reach, aligns with the airline's role as a major global brand.

LONDON, Sept 8 — Turkish Airlines will become Liverpool’s new front-of-shirt sponsor from the start of the 2027/28 season, the Premier League giants announced today.

No fee was disclosed by the club, but the BBC reported that the five-year deal was worth £300 million (RM1.6 billion) in total.

A contract worth more than £60 million a season, would represent an increase on the current £50 million-per-season deal with retail bank Standard Chartered, who have been the Reds’ front-of-shirt sponsor since 2010.

Liverpool’s new deal is believed to be the most lucrative purely front-of-shirt agreement in Premier League history, with Arsenal and Manchester City’s agreements with Emirates and Etihad Airways respectively also involving stadium naming rights.

By contrast, six-time European champions Liverpool’s home ground is still solely known by its original name of Anfield.

In February, Liverpool announced record revenues of more than £700 million for the most recent financial year, and were the highest-placed Premier League club in the Deloitte Football Money League.

Liverpool were the first major English professional football club to have a shirt sponsor, when Japanese electronics company Hitachi had its name displayed across the club’s strip back in 1979.

Standard Chartered will remain as the shirt sponsor this season before becoming a “global partner” of Liverpool from 2027/28 onwards.

It is understood that talks with Turkish Airlines started before 1892 Holdings — a consortium led by British-Indian millionaire businessman Amit Bhatia, the Liverpool vice-chairman, purchased a stake of around 38 percent in the club last month.

Chief commercial officer Ben Latty said that the front of the shirt “holds a special place in the history” of Liverpool, adding that the partnership will build on “strong foundations” from the club’s Champions League final win in the Turkish city of Istanbul in 2005.

Turkish Airlines chief executive Ahmet Olmustur said: “This partnership brings together two global brands united by their international reach, commitment to excellence and ability to inspire millions of people around the world.”

Turkey’s national flag carrier boasts that it flies to 356 destinations in 132 countries. A pet soft-power project of President Recep Tayyip Erdogan, the company is controlled by the country’s wealth fund, which owns 49.1 percent of its shares.

The company’s network centres on Istanbul airport, which overtook London Heathrow as Europe’s busiest airport in the July summer peak with more than eight million travellers. — AFP

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利物浦宣布，土耳其航空公司将从 2027/28 赛季起成为他们的球衣胸前赞助商，据报道，这项为期五年、价值 3 亿英镑的合同价值不菲。

这份新合同超过了利物浦目前与渣打银行签订的每年 5000 万英镑的赞助合同，使其成为英超历史上最赚钱的球衣胸前广告合同。

土耳其航空与利物浦的合作关系，强调双方在卓越和国际影响力方面的共同价值观，这与土耳其航空作为一家全球知名品牌的地位相符。

伦敦，9 月 8 日——英超豪门利物浦今天宣布，土耳其航空公司将从 2027/28 赛季开始成为利物浦新的球衣胸前赞助商。

俱乐部没有透露具体费用，但BBC报道称，这份为期五年的合同总价值为3亿英镑（16亿令吉）。

这份价值超过 6000 万英镑/赛季的合同，将比目前与零售银行渣打银行签订的 5000 万英镑/赛季的合同有所增加。渣打银行自 2010 年以来一直是红军的球衣胸前赞助商。

据信，利物浦的新合同是英超历史上最赚钱的纯球衣胸前广告赞助协议，而阿森纳和曼城分别与阿联酋航空和阿提哈德航空达成的协议也涉及球场冠名权。

相比之下，六届欧洲冠军利物浦的主场仍然只以其原名安菲尔德球场为人所知。

今年二月，利物浦宣布其最新财年的收入创下超过 7 亿英镑的纪录，并在德勤足球财富榜中位列英超俱乐部榜首。

利物浦是第一家拥有球衣赞助商的英国主要职业足球俱乐部，1979 年，日本电子公司日立的名字出现在了俱乐部的球衣上。

渣打银行本赛季将继续担任利物浦的球衣赞助商，之后从 2027/28 赛季开始成为利物浦的“全球合作伙伴”。

据了解，与土耳其航空公司的谈判早在 1892 Holdings（由英国印度裔百万富翁商人、利物浦副主席阿米特·巴蒂亚领导的财团）上个月收购该俱乐部约 38% 的股份之前就开始了。

首席商务官本·拉蒂表示，球衣正面“在利物浦的历史上占有特殊的地位”，并补充说，此次合作将建立在俱乐部 2005 年在土耳其伊斯坦布尔赢得欧冠决赛胜利的“坚实基础”之上。

土耳其航空公司首席执行官艾哈迈德·奥尔穆斯图尔表示：“此次合作将两个全球品牌结合在一起，它们都拥有国际影响力、对卓越的承诺以及激励世界各地数百万人的能力。”

土耳其国家航空公司宣称其航线覆盖132个国家的356个目的地。作为总统雷杰普·塔伊普·埃尔多安的软实力重点项目，该公司由土耳其主权财富基金控制，该基金持有其49.1%的股份。

该公司的航线网络以伊斯坦布尔机场为中心，该机场在7月夏季高峰期超越伦敦希思罗机场，成为欧洲最繁忙的机场，旅客吞吐量超过800万人次。——法新社

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