Starting in June 2027, Liverpool Women will feature Turkish Airlines as their front-of-shirt sponsor, marking a significant new chapter for the club. This partnership was unveiled as a five-year agreement reportedly valued at £60 million per season, extending through 2032 to include sponsorship of the Women’s Super League (WSL), Premier League, and Academy match kits.
Turkish Airlines Makes Major Investment in WSL Football
This substantial commitment arrives during a crucial period of growth for women’s football, with investment in the WSL gaining momentum. The total deal, estimated to exceed £300 million, ranks among the most lucrative front-of-shirt sponsorships in the history of the sport.
After 17 seasons as Liverpool’s primary sponsor, Standard Chartered will transition to a global partner role once Turkish Airlines takes over the main shirt sponsorship. This shift reflects evolving commercial strategies as Liverpool Women aim to elevate their visibility and presence.
Ben Latty, Liverpool’s Chief Commercial Officer, emphasized the significance of the front-of-shirt position within the club’s heritage, stating, “The front of the Liverpool shirt holds a special place in the history of our club.” He also highlighted Turkish Airlines’ global stature and extensive international network as valuable assets for the partnership.
Already involved in football through its Champions League partnership and sponsorship of Turkey’s national team, Turkish Airlines brings substantial European exposure. This alliance offers Liverpool Women an opportunity to expand their commercial footprint beyond the shadow of their Premier League counterparts, reinforcing the club’s ambitions on both domestic and international stages.