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Mo Chatra @mochatra.bsky.social · 08/09/2026

More detail and discussion of the new front-of-shirt sponsorship deal can be found on my Money Talks show right here: youtu.be/Y3-itMgvGVA?...

youtu.be

Mo Chatra: Liverpool FC’s Turkish Airlines Deal Is Worth MORE Than Reported

YouTube video by Anfield Index

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Mo Chatra @mochatra.bsky.social · 08/09/2026

Manchester United today announced a new sleeve sponsorship deal with SumUp that is expected to be worth between £22m-£25m; that is the mark Liverpool will have aimed for in discussions with Expedia and other companies.

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Mo Chatra @mochatra.bsky.social · 08/09/2026

Another upcoming deal that is due for a renewal is the sleeve sponsorship. Expedia currently hold that deal, for a reported £12m per annum and it ceases at the end of the 2026/27 season. The club will have been aiming to secure a deal of £20m or more.

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Mo Chatra @mochatra.bsky.social · 08/09/2026

Nonetheless, it's clear that Amazon won't be emblazoned across the front of the shirt. I suspect the Turkish Airlines deal was agreed in principle before talks with the Bhatia consortium became advanced.

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Mo Chatra @mochatra.bsky.social · 08/09/2026

The club has also significantly downplayed its revenue from both Nike and Adidas over the last several years. I'm unsure why the club takes this approach (most of its rivals do brief accurate figures to the press), but they must have their reasons.

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Mo Chatra @mochatra.bsky.social · 08/09/2026

A subsequent court case (that took place in October 2019) revealed that the New Balance deal in fact generated £64m for the club that season; over 40% higher than the figure briefed to the media:

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Mo Chatra @mochatra.bsky.social · 08/09/2026

Liverpool have a history of understating key commercial deals. When New Balance was its kit partner, the club briefed media outlets that the deal was worth £45m in the 2018/19 season:

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Mo Chatra @mochatra.bsky.social · 08/09/2026

The deal includes performance-related bonuses and the base figure will incrementally increase each season. My understanding is that the deal is closer to £70m per season, on average, but with bonuses could exceed that figure.

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Mo Chatra @mochatra.bsky.social · 08/09/2026

Some media outlets were briefed by apparently anonymous club sources that the deal is worth 'more than' £300m over five years. Most outlets have therefore reported it as a £60m per annum agreement. My understanding is that the deal is and will be worth a fair bit more.

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Mo Chatra @mochatra.bsky.social · 08/09/2026

Liverpool have today made official that Turkish Airlines will replace Standard Chartered as the front of shirt sponsor from next season. It's a great deal for the club, but on the face of it, not one that represents a huge uplift on the current agreement.

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Mo Chatra @mochatra.bsky.social · 23/08/2026

At the top of Amit Bhatia's list of priorities at Liverpool Football Club should be to fix recruitment and retention. That part of the club has been a shambles for too long. A strong Sporting Director with scouts and analysts that are trusted need to be installed ASAP.

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Mo Chatra @mochatra.bsky.social · 23/08/2026

Whether Liverpool end up with an 1892 Holdings-related company on the front of the shirt or another entirely separate company, a significant uplift to the current deal should be expected.

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Mo Chatra @mochatra.bsky.social · 23/08/2026

Granted, it attaches naming rights of the stadium and training complex to the deal, but Liverpool's popularity and historical standing far exceeds that of City's. On that basis, Liverpool would have a strong argument that £100m per annum represents fair market value.

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Mo Chatra @mochatra.bsky.social · 23/08/2026

In 15/16, City's overall commercial revenues were £178m but reached £340m (nearly double) by 2024/25. On that basis, it would be fair to assume that said deal now pays comfortably north of £100m per annum.

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Mo Chatra @mochatra.bsky.social · 23/08/2026

According to leaked emails, the Etihad deal paid City £67.5m in 2015/16. Over a number of years, City and the Premier League had a long-running dispute before eventually reaching agreement on the APT rules last year that continue to allow that deal.

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Mo Chatra @mochatra.bsky.social · 23/08/2026

Were Liverpool to reach an agreement in principle for a £100m per annum deal with Amazon Prime, this would ostensibly look above fair market value when compared to Man United's Snapdragon deal. However, Liverpool would point to Man City's Etihad deal as somewhat of a litmus test.

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Mo Chatra @mochatra.bsky.social · 23/08/2026

IF the club has progressed talks with Amazon, for example, this is allowed under Premier League Associated Party Transaction (APT) rules. One of the key tests would be to determine whether a potential sponsorship deal represents fair market value.

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Mo Chatra @mochatra.bsky.social · 23/08/2026

Several factors will influence the club seeking £70m or more. Firstly, Liverpool's kit has been the best seller amongst Premier League clubs for most of the past seven seasons. The club also has the most social media engagement and worldwide TV viewership of any EPL club.

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Mo Chatra @mochatra.bsky.social · 23/08/2026

This time, an end to that sixteen-year association looks a virtual certainty. Achieving a deal in excess of Manchester United's £60m per annum with Snapdragon will have been the minimum expectation, but a realistic target would have been far greater.

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Mo Chatra @mochatra.bsky.social · 23/08/2026

The current deal with Standard Chartered is worth £50m per annum plus bonuses (worth up to £5m). The club came close to signing a deal with another company in 2022 for £70m-£80m per annum before developing doubts and ultimately deciding to stick with Standard Chartered.

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Mo Chatra @mochatra.bsky.social · 23/08/2026

What will be interesting is if the club signs a deal with a company associated to one of the new investors or whether Liverpool's commercial team had already locked in a new partner before discussions with the Bhatia consortium became very serious.

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Mo Chatra @mochatra.bsky.social · 23/08/2026

Liverpool have been working for some time to move the club's front-of-shirt sponsorship deal away from Standard Chartered.

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Mo Chatra @mochatra.bsky.social · 10/06/2025

The Frimpong, Kerkez and Wirtz deals are not dependent on sales. There is plenty of headroom - coming off a £700m season and heading into a 25/26 financial year that should generate in the region of £750m - to finance these moves. Further sales will enable more business.

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Mo Chatra @mochatra.bsky.social · 01/02/2025

Slightly belatedly, here's my top 50 best in-ring workers and 20 best matches of 2024. To say that Ospreay had an amazing year would be quite the understatement.

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Mo Chatra @mochatra.bsky.social · 31/12/2024

Another factor to consider in the Trent contract situation is that his agent brother, Tyler Alexander-Arnold, would stand to pocket significantly more money by brokering a deal with Madrid than by negotiating a contract extension with Liverpool.

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Mo Chatra @mochatra.bsky.social · 31/12/2024

If he joins Madrid with no transfer fee, his signing-on fee would be huge. Add that to weekly wages and he'd be set to earn £600k or more per week for the duration of his contract. IF he joins Madrid, that would be a big determining factor for he and his brother/agent.

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Mo Chatra @mochatra.bsky.social · 31/12/2024

Some Liverpool fans have questioned why Trent, if he wants to join Real Madrid, would not have signed a contract extension to allow the Reds to secure a transfer fee. The answer is simple- it would drastically reduce his signing-on fee.

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Mo Chatra @mochatra.bsky.social · 25/11/2024

Liverpool's turnover this season will smash previous record and will come close to the £700m mark. In my view, therefore, Liverpool can afford to retain a player they can't afford to lose.

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Mo Chatra @mochatra.bsky.social · 25/11/2024

The cost of signing someone that comes close to Mo's level is likely to top £100m next summer. Surely, a two-three year extension for Mo would make better financial sense than huge money replacement.

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Mo Chatra @mochatra.bsky.social · 25/11/2024

Whatever the situation, optics are clearly not good, and I daresay Salah's comments were made due to frustration at the lack of progress.

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Mo Chatra @mochatra.bsky.social · 25/11/2024

Mo Salah's current contract, with bonuses, pays him around £500,000 a week. Though some talks may have occurred (or are still ongoing), his comments would suggest that the club is either reluctant to match or improve that deal- or LFC hierarchy has already decided not to renew.

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