Liverpool have signed a £300million deal with Turkish Airlines, who will become their main sponsor from next year.

It represents the end of an era after 17 years with Standard Chartered, with the branding on the kits of the men’s, women’s and academy teams changing from the start of next season.

The deal is thought to be worth in excess of £60m a year and the club believe it is among the most lucrative front-of-shirt agreements in Premier League history, in line with Manchester United and Manchester City.

Turkish Airlines flies to more airports in the world than any of its competitors and will invest big money into the football club.

Liverpool famously won the Champions League in the country in 2005, coming from 3-0 down to beat AC Milan on penalties in what became known as 'the Miracle of Istanbul'. 

Chief commercial officer Ben Latty said: 'This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027.

'The front of the Liverpool shirt holds a special place in the history of our club. Turkish Airlines is a globally recognised organisation with an extensive international network, and we look forward to beginning our partnership and building a strong relationship together, with already strong foundations built from those special memories back in 2005.'

Their most recent deal with Standard Chartered was understood to have been worth around £50m a year, making this a significant upgrade.

Liverpool believe one of their shirts is sold every 20 seconds around the world and they have more standalone retail stores than any club – they have recently just opened a branch on London's Oxford Street.

Standard Chartered will remain as a global partner when Turkish Airlines becomes the club's principal partner.

It will be just the third new sponsor in 35 years after Carlsberg were on the front of shirts from 1992-2010.