Liverpool Football Club has a new deal with Turkish Airlines for the front of their shirts. It’s a five-year agreement worth over 300 million pounds.
This is a pretty big move for the club commercially. Turkish Airlines will now be on the red shirt for all matches, both in England and in Europe. The deal averages more than 60 million pounds a year. That puts it among the biggest shirt sponsorships in sports worldwide, putting Liverpool in a similar bracket to clubs like Real Madrid and Manchester City.
This influx of money gives the club’s owners, Fenway Sports Group, more financial breathing room. It also helps with the club’s ability to spend within the Profitability and Sustainability Rules, especially as European football gets stricter with financial regulations.
Having this guaranteed income means Liverpool has more to work with for future player transfers. The partnership also includes things like international tours before the season starts, promotional activities, and handling the club’s travel by air. On top of the shirt branding, Turkish Airlines will also have advertising around the pitch at Anfield and a presence on the club’s digital channels.
By getting over 60 million pounds a season from this deal, Liverpool is continuing to push hard to earn as much as possible from sources other than TV rights. When you add this to their existing deals with their kit maker and other shirt sponsors, the club’s yearly commercial earnings are expected to hit new highs in the next financial year.
