Liverpool agree £60m-a-year shirt sponsorship deal with Turkish Airlines

NEW: Liverpool agree a £60m-a-year shirt sponsorship deal with Turkish Airlines from 2027, potentially the most lucrative in Premier League history, worth more than £300m over five years.

Sixty million pounds a year, just for the front of a shirt.

Liverpool have agreed a new sponsorship with Turkish Airlines starting in 2027, worth more than 300 million over five years, and the club reckons it's the richest shirt deal in Premier League history. Manchester United would quibble, they say Snapdragon pays them north of 60 million too, so let those two argue over the trophy nobody lifts.

It ends a 17-year run for Standard Chartered, on the shirt since 2010 at around 50 million a season. They'll stay on as a global partner, which is corporate speak for still friends.

And the money just keeps rolling at Anfield. Record revenues of 703 million pounds last year, and Fenway Sports Group is set to bank two billion selling a 38 percent stake to a consortium that includes Jeff Bezos. Not a bad month on Merseyside.

This is Sara White, reporting for HIT.