The Turkish Ministry of Culture and Tourism is to enter a strategic partnership with Liverpool Football Club.
The deal is the first of its kind for Turkey in the UK, and will include advertising rights as well as other benefits.
“I am delighted that Turkey will be an official partner to such a historic club. Liverpool fans will have positive associations with Turkey already, following their dramatic Champions League win in Istanbul back in 2005. We hope to build on this to create a dynamic partnership,” said Tolga Tuyluoglu, Director of the Turkish Culture and Tourism Office in London.
“The city of Liverpool is known for its music and culture; its world-class galleries, museums and landmarks, which of course provides a body of shared values for us to work with.”
The British are the third-highest nation in terms of visitor numbers to Turkey, which the country is keen to take advantage of.
Mr Tuyluoglu added: “Over one quarter of those taking package-holidays to Turkey do so from the North West of England so this area is very important to Turkey. Of course, the fact that Liverpool FC plays in red and white is a bonus too!”
The plans come after it was announced last week that budget Turkish airline Pegasus Airlines will be operating a new service between London and Istanbul. The service, which will travel between London Stansted and Istanbul Sabiha Gokcen, will run twice a day during the summer season.
Prices for the new service start at £59.99 one-way, including taxes and airport charges, and will operate from 25 March until 27 October 2012.
Pegasus Airlines flies to 42 destinations in 22 countries, including 19 destinations within Turkey. It also recently announced new flights to the Balkans, the Baltics, and the Middle East.