Liverpool FC has welcomed SC Johnson, a family company at work for a better world, as a global and purpose-led partner.
The multi-year ‘Goals for Change’ partnership will see the Reds and SC Johnson team up to deliver a collective vision for a healthier world with local and global initiatives focused on three specific areas: sustainability, health and opportunity.
Utilising their access to the men’s and women’s teams, ‘Goals for Change’ will help fans understand what they can do to help create a more sustainable future, aligning closely with the club’s own sustainability initiative, The Red Way, which launched in January this year.
Matt Scammell, commercial director at LFC, said: “We launched our sustainability programme The Red Way earlier this year and made a commitment to make a positive difference to our people, our communities and our planet. SC Johnson has made important step changes within their industry which have delivered incredible results through several sustainability initiatives.
“I feel very optimistic about the work we can do together through this partnership, both raising awareness and looking after the safety of our supporters and ultimately using our voices for good to help the next generation of Reds all around the world.”
At launch there will be two key elements, around sustainability and health.
SC Johnson will work with LFC on a comprehensive and industry-leading plastics upcycling programme within Anfield and LFC’s club facilities to upcycle single-use plastic products into select SC Johnson consumer products, which will eventually be retailed within the UK.
On matchdays there will be branded recycling bins located on each concourse encouraging fans to drop their plastic waste into. Across the season, the closed-loop recycling model aims to turn more than 500,000 plastic bottles into new Mr Muscle® packaging.
“Plastic waste is a threat to our planet for this and future generations,” said Fisk Johnson, chairman and CEO of SC Johnson. “At SC Johnson, we believe we all have a responsibility to solve this critical environmental issue. Our partnership with Liverpool FC is one of the many steps SC Johnson is taking to move forward our vision for a waste-free world as it creates another local solution to this global problem by leveraging football to help close the plastic-recycling loop.”
LFC is committed to maintaining the highest hygiene standards for both supporters and staff, while also considering the environmental impact. As official cleaning and disinfectant partner, SC Johnson is helping with the safe return of supporters this season with their innovative professional cleaning products now a staple across LFC’s stadiums and the AXA Training Centre.
Working together, LFC and SC Johnson will reinforce good hygiene as an essential part of supporters’ new matchday routine. Additional sanitiser and soap dispensers have been placed around the stadium, including turnstiles – making it easy and accessible for fans to wash or sanitise their hands regularly.
To follow, SC Johnson will also get involved with the club’s local community activation and charitable initiatives run by Liverpool FC Foundation, including the international philanthropic programme Right to Play, which delivers educational messages to empower young people and communities to rise above adversity, giving them the skills to learn, lead and succeed.
The brand will also benefit from matchday visibility and branded content.
More information on The Red Way is available here.