India, Sept. 8 -- Liverpool have secured a major commercial boost after agreeing a £300 million deal with Turkish Airlines, which will become the club's new front-of-shirt sponsor from the 2027/28 season. The agreement will bring an end to the Premier League giants' long-running partnership with Standard Chartered, whose current deal is set to expire at the end of the season.

The Turkish Airlines branding will appear on the shirts of Liverpool's men's, women's and academy teams from next season, marking the end of a 17-year association with Standard Chartered. The club's commercial department had been assessing potential replacements, with Turkish Airlines ultimately emerging as the new principal shirt sponsor in a deal worth around...