# Turkish Airlines to Replace Standard Chartered on Liverpool Shirts

By MarketScale Newsroom · Published 2026-09-11 · Sports & Entertainment on MarketScale
Canonical: https://www.marketscale.com/industries/sports-entertainment/liverpools-81m-a-year-shirt-deal-is-the-new-benchmark-for-sponsor-operations

> Turkish Airlines agreed to sponsor Liverpool’s shirts from 2027-28 in a five-year deal reported at about $81 million annually.

## Key points

- Turkish Airlines five-year Liverpool shirt deal valued at approximately $405 million total, or $81 million annually, beginning 2027-28
- Standard Chartered's previous Liverpool shirt sponsorship was worth around $67.5 million a year under their 2022 agreement
- Newcastle United projected to generate more than £70 million annually from principal sponsorship inventory by 2027-28

Sports Business Journal reported on September 8, 2026, that Turkish Airlines has agreed a five-year deal worth about $405 million in total, or roughly $81 million a year, to become Liverpool's main shirt sponsor. SportBusiness reported the airline will take over the front-of-shirt position from Standard Chartered at the conclusion of the 2026-27 season, with the new arrangement beginning in 2027-28.

## What changes for Liverpool and Standard Chartered

Standard Chartered has held the front-of-shirt position since 2010. Sports Business Journal reported that under the earlier 2022 agreement, Standard Chartered's sponsorship was believed to be worth around $67.5 million a year, and that Liverpool had sought a new deal more in line with figures reported for other Premier League clubs. According to Sports Business Journal, Standard Chartered will continue as a club partner in a different capacity once Turkish Airlines takes over the shirt position.

## Other sponsorship deals reported the same week

SportBusiness reported on September 8, 2026, that Infront sold its 60% shareholding in Hyrox, the indoor fitness competition series, to a consortium led by private equity firm L Catterton, in a deal valuing Hyrox at approximately €600 million.

Separately, SportBusiness Sponsorship reported on September 7, 2026, that Newcastle United is projected to generate more than £70 million a year from its principal sponsorship inventory by the 2027-28 season, following the sale of previously unmonetized assets and increases to existing agreements.

Sports Business Journal also reported that Manchester United announced a new sleeve sponsorship agreement with British fintech company SumUp, said by sources cited in that report to be worth more than the club's previous sleeve deal with DXC Technology, which had been valued at around $27 million a season.

- Turkish Airlines to Liverpool: five-year deal, about $81 million a year, starting 2027-28 (Sports Business Journal)
- Hyrox stake sale: Infront's 60% sold to L Catterton-led consortium at roughly €600 million valuation (SportBusiness)
- Newcastle United: projected £70 million-plus a year from main sponsorship inventory by 2027-28 (SportBusiness Sponsorship)
- Manchester United: new SumUp sleeve deal reported to exceed prior DXC Technology terms (Sports Business Journal)

## MarketScale analysis

These reported figures show several sports properties negotiating larger sponsorship values in the same period, spanning football shirt rights, a fitness event stake sale, and a football sleeve asset. The reports do not establish a single cause behind the figures, and each deal involves different assets, buyers, and timelines. Brands and rights holders evaluating similar agreements may want to confirm delivery responsibilities, measurement terms, and inventory scope directly in contract documents rather than relying on headline valuations alone.

## Sources

- [Infront cashes in with Hyrox sale to consortium](https://www.sportbusiness.com/news/infront-cashes-in-with-hyrox-sale-to-consortium/) (SportBusiness)
- [Turkish Airlines in as Liverpool shirt sponsor](https://www.sportbusiness.com/news/turkish-airlines-in-as-liverpool-shirt-sponsor/) (SportBusiness)
- [Newcastle on course to earn £70m-plus from main assets by 2027-28](https://sponsorship.sportbusiness.com/2026/09/newcastle-on-course-to-earn-75m-from-main-assets-by-2027-28/) (SportBusiness Sponsorship)
- [Liverpool lands $81M-per-year shirt sponsor deal with Turkish Airlines](https://www.sportsbusinessjournal.com/Articles/2026/09/08/liverpool-lands-81m-per-year-shirt-sponsor-deal-with-turkish-airlines/) (Sports Business Journal)
- [Manchester United lands fintech SumUp as new sleeve sponsor](https://www.sportsbusinessjournal.com/Articles/2026/09/08/manchester-united-lands-fintech-sumup-as-new-sleeve-sponsor/) (Sports Business Journal)

Tags: sponsorship, Liverpool, Turkish Airlines, Standard Chartered, Newcastle United, Hyrox

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