What's Happening?
Liverpool FC has been awarded the 'Communications Initiative of the Year' at the 2025 edie Net Zero Awards for its efforts in promoting The Red Way, the club's sustainability strategy. The award recognizes the club's creative approach to engaging fans
around climate action, significantly increasing awareness of its sustainability initiatives. The Red Way report indicates that fan awareness has grown from 13% in the 2022-23 season to 34% currently. The club's campaigns, including partnerships with AXA and Fondation Tara Ocean, have reached millions of fans, using player and community voices to elevate environmental awareness. The initiative aligns with the UN Sports 4 Climate Action Framework, demonstrating Liverpool FC's commitment to credible and measurable climate action.
Why It's Important?
Liverpool FC's recognition highlights the role sports organizations can play in driving positive environmental change. By effectively communicating its sustainability strategy, the club not only raises awareness but also inspires real, lasting impact among its fan base and the broader community. This award underscores the potential for sports teams to influence public perception and behavior regarding climate action. The club's approach serves as a model for other organizations seeking to engage their audiences in meaningful environmental initiatives, showcasing the power of sports in promoting sustainability.
Beyond the Headlines
The award reflects a growing trend of sports organizations taking active roles in environmental advocacy. Liverpool FC's success in promoting The Red Way may encourage other clubs to develop similar strategies, potentially leading to a broader movement within the sports industry. The club's efforts demonstrate how sports can transcend entertainment and become a platform for social and environmental change. This development may also influence sponsorship and partnership opportunities, as companies increasingly seek to align with organizations committed to sustainability.
