Liverpool announces Turkish Airlines as new main club partner

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Liverpool FC has announced Turkish Airlines as its new Main Club Partner and front-of-shirt sponsor from the start of the 2027/28 season.

This announcement brings an end to the club’s 17-year relationship with Standard Chartered as its principal shirt sponsor.

The five-year agreement will see Turkish Airlines feature on the front of the men’s, women’s and academy team shirts from June 2027. Standard Chartered will still remain involved with the club as a Global Partner.

Financial terms have not been disclosed by Liverpool, although reports suggest the deal is worth more than $563 million across its duration, making it one of the most valuable shirt sponsorship agreements in Premier League history.

The partnership further strengthens Liverpool’s commercial portfolio at a time when leading clubs are continuing to secure record sponsorship revenues.

The agreement also reflects Turkish Airlines’ growing investment in world football, with the company already an official partner of the UEFA Champions League and sponsor of several clubs and the Turkish national team.

For Liverpool, the sponsorship represents more than a change of partners. It is only the third front-of-shirt sponsor the club has had in the Premier League era, following long-term partnerships with Carlsberg and Standard Chartered.

The move continues the club’s strategy of securing long-term commercial relationships with globally recognised brands while expanding its international reach.

The announcement comes as Liverpool continues to post record commercial revenues and reinforces the increasing value of elite football sponsorship.

With the front-of-shirt sponsor remaining one of the most sought-after assets in world sport, the agreement highlights the continued demand from multinational brands seeking exposure through football’s global audience.

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Illegal streaming concerns raised as drone halts Arsenal, Fleetwood Town fixture

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Arsenal and Fleetwood Town’s Carabao Cup match was stopped for approximately eight minutes on Tuesday after a drone was seen above the League Two side’s stadium.

Referee Michael Salisbury stopped the game less than two minutes in as a drone was spotted flying above the pitch. After halting play and explaining the situation to the mangers, the players tried to stay warm as fans booed during during the eight minute interval.

Since the 2023-24 season the English Football League (EFL) has had a policy on drones. Besides the obvious safety concerns, there is also the chance of the match being funnelled to illegal streams. This chance of a stain blemishing the ‘product’ is taken extremely seriously.

In response to the situation The Football Association (FA) stated, ‘The referee should stop the game and advise both team captains and managers that play will not continue until the drone has passed, or left the vicinity of the players and spectators.’

If the drone doesn’t leave, the guidelines suggest both teams return to the changing rooms to await a decision moving forward. During and after an incident with a drone at a game, the club are guided to work closely with local law enforcement and match officials. These engagements are to determine whether the drone posses any public safety concerns or if it is being used with criminal intent.

The game was promptly resumed after the drone left the vicinity and returned to the ground at a nearby housing estate. 

Fleetwood Town, who sit 18th in League Two, went on to produce the biggest result in their club history to knock the Premier League champions out of the cup on penalties. 

According to Sky Sports, Lancashire Police have since seized a drone that they believed was flying over the ground and have taken a man into questioning. The legal outcome will shortly follow, but the EFL have made a strong indirect statement on how much they value their product and the rights to it.

Borussia Dortmund & Vodafone launch ‘Fan Mode’ to keep supporter attention on the pitch

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Borussia Dortmund have launched ‘Fan Mode’, a new initiative aimed to incentivise supporters to put their phones away and live in the moment while supporting their side at home matches.

Dortmund have paired with club sponsor Vodafone, with the program in use from Saturday’s 1-0 win over Eintracht Frankfurt.

Under the initiative, fans can activate ‘Fan Mode’ within the Borussia Dortmund app – in a manner similar to flight mode – before locking their phone as the action kicks off. From there, time spent inactive on their phone during play equates to points, which in turn sees fans in the running for prizes – including autographed jerseys and fan shop gift cards.

‘With Vodaphone, we have a partner who not only understands what technology is capable of, but also when it should take a back seat,’ said Dortmund CEO Carsten Cramer.

‘Here, a global technology company is specifically using its innovative strength to protect the experience that no technology can replace.

‘Fan Mode sends a powerful message. Over 81,000 people in the stadium, singing, cheering, and holding their breath together: this here and now is irreplaceable.’

The move comes following a 2023 survey conducted by Vodafone themselves, which showed 63 percent of general football fans regularly use their smartphones during matches but simultaneously, listed an increase in social media, selfies and streaming at the football as an annoyance.

‘Anyone at a soccer game should experience the moment and the emotions – not just a cell phone screen,’ said Marcel de Groot, CEO of Vodafone Germany.

‘Let’s leave our smartphones in our pockets more often at the stadium and instead focus on what’s happening on the field and in the stands.’

Partaking in the initiative is completely voluntary, as is the claiming of any points or prizes.

Dortmund, managed by Niko Kovac and currently second on the Bundesliga table, led the Bundesliga’s average attendance for season 2025/26 with just under 80,000.

Their ‘Yellow Wall’ – the supporters in the Südtribüne, or South End of Westfalenstadion (known commercially as Signal Iduna Park) – are widely considered among one of the iconic sights of global football fandom.

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