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Liverpool have finalised a new five-year shirt sponsorship agreement worth £300m with Turkish Airlines, beginning from the start of next season.

The deal, which the club regards as the most lucrative in Premier League history, will bring to an end a 17-year front-of-shirt association with British multinational bank Standard Chartered.

According to reports, the arrangement will come into force on 1 June 2027 and is valued at more than £60m per season, which is understood to be broadly in line with Manchester United’s current agreement with Snapdragon.

Turkish Airlines branding will appear on the front of Liverpool men’s, women’s and academy match shirts. Before Standard Chartered, Liverpool’s front-of-shirt sponsors included Carlsberg, Candy and Crown Paints.

“The front of the Liverpool shirt holds a special place in the history of our club,” said Ben Latty, Liverpool’s chief commercial officer.

“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.”

Latty was referring to Liverpool’s triumph in their fifth European Cup in Istanbul in 2005, when they produced a famous comeback against AC Milan in the final.

Turkish Airlines branding will feature on the front of Liverpool’s shirt from next season.

Standard Chartered will continue working with Liverpool as a global partner from next season, while the club’s existing agreement with Japan Airlines, which is due to expire in May 2027, remains unchanged.

“Liverpool Football Club is one of the world’s most recognised and respected football clubs, with an exceptional heritage and a truly global community of supporters,” said Turkish Airlines CEO Ahmet Olmustur.

“We are very pleased that Turkish Airlines will become the club’s Main Club Partner and that our name will take its place on one of the most iconic shirts in world sport.”