Liverpool 'in talks with Turkish Airlines for a decade' as record deal struck - expert

Liverpool have been talking on and off with Turkish Airlines for the past 10 years before striking an eye-watering sponsorship deal.

That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider that the Reds are a "top-quality organisation" as a commercial asset.

Turkish Airlines are set to replace Standard Chartered as the club's front-of-shirt sponsor from the 2027-28 campaign, in a deal worth £60million-a-year.

This is a £10m-a-year increase on the Reds' previous deal, also understood to be the most valuable front-of-shirt-only commercial deal in Premier League history.

Chelsea, Newcastle United, Aston Villa and Nottingham Forest have all showcased the difficulties of leaving a front-of-shirt sponsorship deal until the last minute.

Liverpool have agreed their next sponsor well in advance, before Standard Chartered deal has even run out, and that is believed to be because of continious communication behind the scenes.

Liverpool are a 'top-quality organisation'

Speaking exclusively to Football Insider, Borson has revealed the behind-the-scenes details of Liverpool's new deal with Turkish Airlines.

"We've spoken about it over the last few weeks, and the expectation that they'd be well advanced in their conversations with other parties," he said.

"They would be looking to put it in place now because that's what a top-quality organisation on the commercial side does. It doesn't wait until February, March, April, May when you've already printed the shirt.

"So this was the window. We knew Standard Chartered were not going to take it. They will have run an auction for Liverpool's very attractive proposition.

"And they showed, I think, how a front-of-shirt auction should go. They made it work.

"They've probably been talking to Turkish Airlines on and off for a decade. That's what a quality commercial operation will be doing."

Stefan Borson evaluates value of new Liverpool sponsor

As already discussed, it is believed that this is the biggest front-of-shirt sponsor in Premier League history, but Borson isn't totally convinced.

"It's just a very well done deal at the right price. They say it's the highest price for a front of shirt only," he said to Football Insider.

"It's quite hard to assess that because obviously Arsenal and City have both got more rounded stadium plus shirt.

"So it's quite hard to directly compare because nobody sponsors Anfield."