The new partnership marks Turkish Airlines as the third shirt sponsor in Liverpool's 35-year history, surpassing the previous deal with Standard Chartered. According to The Times, Turkish Airlines will pay approximately 350 million euros over the next five seasons, making it the most lucrative deal in the club's history. This figure is significantly higher than the 60 million euros Standard Chartered paid per season, with the new deal reportedly worth around 70 million euros annually, comparable to Manchester United's sponsorship.
Standard Chartered, which has been Liverpool's shirt sponsor since 2010, will remain connected to the club as a global partner. The British bank took over from Carlsberg, the Danish beer brand that had been on the shirt since 1992. Liverpool, currently managed by Andoni Iraola, has struggled to start the new Premier League season, but secured their first win against Ipswich Town on Friday. The Reds will face Atlético Madrid in their first Champions League match on Wednesday.