NewsLiverpool FC and SC Johnson win prestigious ESA award for sustainability

The ESA (European Sponsorship Association) Awards showcase the best-in-class campaigns that cover the entire spectrum of sponsorship disciplines and recognise industry excellence right across Europe.

This year’s 16th annual awards were revealed during an award ceremony in London with more than 500 professionals.

Liverpool FC and SC Johnson’s ‘At work for a better world’ campaign won the best sponsorship that inspired audiences, by championing a cause and campaigning for environmental sustainability.

This world-first in football demonstrates innovation and industry leadership, aligning with LFC’s The Red Way strategy, which is all about building a better future for our people, planet and communities and spreads a sustainability message to fans locally and globally, engaging with communities.

The judges recognised their waste-collection project – a collaboration between club and partner to help educate fans on plastic waste and introduce a PET upcycling system, turning bottles into Mr Muscle products. It has seen recycling levels for plastic bottles at Anfield increase from 25 per cent in season 2021-22 to 90 per cent last season.

Meanwhile, their fan education, through various campaigns and activations, such as ‘Reduce, Reuse, Recycle’, emphasised sustainable practices to LFC’s global audience alongside internal staff training for waste management.

LFC knows it has responsibility as a global football club to help inspire and encourage positive changes in behaviour, and it was with this in mind that it launched its club-wide sustainability programme, The Red Way, in January 2021.

Since then a lot of hard work has gone into embedding The Red Way across the club. Now, every major initiative or decision that is made comes back to the three key areas that have been identified in the inaugural The Red Way Report.