Liverpool FC is celebrating a major win for its club-wide sustainability strategy having recently revealed that fans have recycled more than 90% of their waste at all home games this year, a surge on the 25% at the start of the season.

The Premier League side has been working with SC Johnson to create an ‘industry leading’ plastic upcycling programme at Anfield. Measuring and tracking recycled bottles, the initiative uses the rPET for new Mr Muscle packaging.

To bolster fan engagement in the campaign, the two organisations are running a ‘£10k penalty challenge’ that will reward one fan with a £10,000 cash prize for using the club’s on-site recycling bins. And the incentive appears to be working, with collection rates surging from just 25% at the start of the season to an average of 86% by the end of 2022.

In recent months, fans have been recycling at a rate of above 90% at every match.

Eyeing the next phase of its partnership with SC Johnson and the continual development of its club-wdie sustainability plan, The Red Way, Liverpool FC has pledged to reduce all waste from across the club by 10% each season from next season.

Ben Latty, commercial director at Liverpool FC, said: “We’re incredibly proud of the work that has been done this season to reduce, recycle, and reuse waste at Anfield. We cannot thank the fans enough for supporting this mission, which is a first in football.

“Working in partnership with SC Johnson we can really make a difference to our planet and bring The Red Way to life.”

Building on Anfield recycling and education efforts in the community with LFC Foundation and with Official Liverpool Supporters Clubs around the world, SC Johnson wants to continue rewarding fans for adopting this reduce, reuse, and recycle behaviour. It will therefore be incorporating it into the MyLFC rewards programme, where fans can earn points for watching SCJ content on the rewards platform.