NewsLFC and SC Johnson pledge to reduce club waste by 10% per season

• Pledging to come together to reduce all waste across the club by 10 per cent per season and support the transition to a more circular economy.
• Rewarding sustainable fan behaviours through the MyLFC rewards programme.

This successful partnership has had sustainability at its heart with an industry-leading plastic upcycling programme at Anfield, a first of its kind in world football. The programme collects PET plastic bottles from the stadium before turning them into new Mr Muscle® packaging, the first of which will be available later this season.

In partnership with LFC Foundation, the club’s official charity, SC Johnson has also continued to support free youth and family education in the community that aims to build sustainable habits in everyday lives.

Now the 2023-24 season is under way, fans can once again engage with the upcycling programme as part of their matchday experience at Anfield and contribute to its ongoing success. The positive uptake by fans to sustainable changes on matchdays is already making an impact.

During the 2022-23 campaign, recycling rates of PET plastic bottles match by match rose from 59 per cent at the start of the season to 95 per cent at the last home match. This clearly demonstrates a positive change in behaviour, with fans playing their part to support a healthier planet and embodying The Red Way, LFC’s sustainability programme, which is the club’s commitment to creating a better future for its people, planet and communities.

Now this multi-year partnership is set to enter the next exciting phase, by committing to a 10 per cent waste reduction pledge, and supporting the transition to a more circular economy. As part of The Red Way, this includes looking at ways in which waste can be reduced, reused and recycled, eliminating avoidable single-use plastics, monitoring food waste, and aiming to introduce 100 per cent sustainable packaging across LFC Retail, among other things.

This season, SC Johnson plans to run a series of activations on MyLFC, the club’s rewards platform, for fans to help the planet and reap reward points. Fans at Anfield will be able to enter unique codes found on the waste bins to earn points, along with other incentives to be announced throughout the season to encourage and build lasting sustainable habits.

Rishi Jain, director of impact at LFC, said: “This is a pledge from both us and our partner to set our intention for the season. We’re committed to making a difference through The Red Way to our planet, and this is just one initiative where we can make a positive difference.

“The fans’ response last season was incredible, and we cannot thank them enough for their support and positive change in behaviour. We hope that through this work we’re educating them on what’s possible to make a difference. Small changes can go a long way.”

Already this summer, SC Johnson has supported LFC Foundation’s ‘Big Red Summer’ campaign, engaging with more than 15,000 people across the Liverpool City Region to reduce, reuse and recycle, rewarding them for their positive environmental actions through MyLFC – find out more in the video above.

For more information on LFC’s sustainability programme ‘The Red Way’ please go here.