Liverpool will replace Standard Chartered with Turkish Airlines as their title sponsor from next season in a deal worth about €348m, according to the club’s press office.
The agreement represents the biggest sponsorship fee in English Premier League history. It will also bring an end to Liverpool’s 17-year association with Standard Chartered, with Turkish Airlines taking over as the club’s principal commercial partner.
The scale of the new arrangement makes it a record deal for advertising in the English Premier League. Liverpool’s announcement confirms both the change of sponsor and the financial value attached to the agreement, although no further details about its length were given.
Liverpool have worked with Standard Chartered for the past 17 years, making the move to Turkish Airlines the first change to their title sponsorship during that period. The new partnership will begin at the start of the next season.
The figures were reported by Liverpool Echo, which described the approximately €348m agreement as the largest sponsorship deal of its kind in the history of the English Premier League. The sum will be earned by Liverpool under the new arrangement.
On the pitch, Liverpool have taken five points from their opening three matches of the current season. They are sixth in the league table at present, with Andoni Iraola’s side preparing for their next major fixture in European competition.
Liverpool will begin their Champions League campaign on 9 September when they host Atletico Madrid. Kick-off is scheduled for 22:00 Moscow time.
The match against Atletico Madrid will be Liverpool’s first game in this season’s Champions League and comes as the club continues its domestic campaign. Their current league record stands at three matches played and five points collected.
The sponsorship announcement therefore arrives alongside the early stages of Liverpool’s season, with the club positioned sixth in the English Premier League and a European fixture already set on the calendar.
Turkish Airlines will replace one of Liverpool’s longest-standing commercial partners when the new season begins. Standard Chartered’s 17-year spell as title sponsor will conclude, while the new agreement will give the Merseyside club a record return from title sponsorship in English football.
The club’s statement formally confirmed the switch, while the reported €348m value underlines the financial importance of the partnership. No other details of the agreement were included in the announcement beyond the identity of the incoming sponsor, the departure of Standard Chartered and the value of the deal.