Plastic pollution is a global issue. Annually, 19-23M tonnes of plastic waste leaks into aquatic ecosystems; polluting lakes, rivers, and seas the world over.
Through our partnership with SC Johnson, we have an obligation to educate the public on the issues at large and encourage positive behavioural change across our global fanbase on responsible waste actions – reduce, reuse, recycle!
Specifically, PET plastic is known to be very difficult and expensive to manage, which is where our “world first in football” project plays a vital role. Every matchday, Anfield generates between 14 to 15K PET plastic bottles – beer, cider, and water. Before our partnership with SC Johnson, these were sent to landfill.
Now, through a behavioural change project with our global fanbase, we collect PET plastic bottles for SC Johnson to upcycle them into their own Mr Muscle products, a brand of the SC Johnson family.
Educating fans on the importance of their actions, on something as simple as putting a bottle in a correct bin, has been a significant challenge to implement. Over the course of our partnership to date, we have seen results improve from an average sold:collection rate of 25% in 2021/22 to 90% by the end of the 2022/23 season.
The project is backed by LFC’s “The Red Way”, our commitment to sustainability, underpinned by a joint pledge with SC Johnson to reduce waste across the club by 10% each season and support our transition to a “circular economy”.
