LIVERPOOL FC’S THE RED WAY: LEADING THE CHARGE FOR A SUSTAINABLE FUTURE
LIVERPOOL FC’S
THE RED
WAY: LEADING
THE CHARGE FOR A SUSTAINABLE FUTURE
LIVERPOOL FOOTBALL CLUB
BY JASON WESTGATE, CHIEF COMMERCIAL OFFICER, ENQUIRER MEDIA GROUP
Liverpool Football Club is renowned for its illustrious history, legendary players, and devoted fanbase. However, beyond the pitch, the club is forging a new legacy—one rooted in sustainability, diversity, and community impact.
At the heart of this endeavour is The Red Way, Liverpool FC’s pledge to create a better future for its people, planet, and communities. To explore this transformative programme in greater depth, we spoke with Rishi Jain, Director of Impact at Liverpool FC, who shared the pillars, successes, and aspirations of The Red Way.
The Red Way: Three Pillars of Impact
“The driving force of The Red Way is our commitment to building a better future for our people, our planet, and our community,” explains Rishi. This vision is underpinned by three fundamental pillars:
People: Diversity and inclusion are integral to the club’s ethos, as is fostering a workplace culture of belonging, by creating an environment where everyone feels valued. “It’s about more than just recruitment,” Rishi emphasises. “It’s about embedding diversity and inclusion into every aspect of our operations.”
Planet: Sustainability is a central focus, with ambitious goals such as halving its operational emissions by 2030 and achieving net zero by 2040. The club’s initiatives include waste reduction, renewable energy programmes, and attaining ISO 20121 certification for sustainable event management.
Picture: unsplash.com/@finn_staygold
Community: Liverpool FC’s dedication to its local and global communities remains steadfast. The LFC Foundation aims to engage with 500,000 young people by 2030, delivering programmes that extend beyond football to address education, health, and wellbeing. “Sixty per cent of the Foundation’s work is non-footballrelated,” Rishi highlights, stressing its emphasis on life skills and mental health.
Local Roots, Global Reach
Despite its global presence, Liverpool FC’s bond with its local community remains a priority. “Whatever we do, it’s crucial to engage with our local community,” Rishi says. The Foundation’s work spans the Liverpool City Region and reaches internationally, with initiatives in Asia, New York, and Africa. Through programmes like Right to Play and educational outreach in 9,200 schools, the club is making a far-reaching impact.
Success stories are abundant, ranging from volunteers who have become permanent staff members to families overcoming challenges like food poverty. “We’re not just about one-off engagements,” Rishi notes. “We’re about building relationships and providing longterm support.”
A Transparent Approach to Sustainability
Liverpool FC’s sustainability journey through The Red Way gained momentum in 2021. “We’ve always done this work,” Rishi explains, “but we’d never really given it an identity.” By consolidating and formalising its efforts, the club has established ambitious goals and adopted a transparent approach.
“Rather than launching a programme and revealing results years later, we’ve flipped the script,” Rishi shares. “We’re open about our challenges and invite collaboration to tackle them.” This transparency has reinforced the club’s leadership in sustainability, enabling collaboration with its partners such as Standard Chartered and AXA, who provide expertise to enhance the club’s initiatives.
Diversity and Inclusion: A Holistic Approach
Through The Red Way, Liverpool FC seeks to reflect the diversity of its community. “We’ve focused on four or five underrepresented areas to achieve measurable progress,” Rishi says. Campaigns for Black History Month, International Day of Disabilities, and International Women’s Day are not just symbolic gestures but are integrated into recruitment and retention strategies.
“It’s about bringing together conversations around the planet and people,” Rishi explains. “These challenges require diverse perspectives, and we’re committed to fostering that diversity.”
Collaboration for Global Impact
Collaboration is at the core of The Red Way’s success. Liverpool FC works closely with the Premier League and other clubs to exchange best practices, while global partnerships with organisations like the United Nations amplify its influence. From combating hate speech to aligning with the UN’s Sustainable Development Goals, the club leverages its platform to drive meaningful change.
The Orchard
Rishi Jain, Director of Impact at Liverpool FC
The club also participates in initiatives like GOAL (Green Operations and Advanced Leadership), a rigorous benchmarking programme that encourages organisations to excel in sustainability. “It’s about constantly striving to improve,” Rishi adds.
The Human Element: Stories of Success
Beyond ambitious targets and global collaborations, The Red Way is ultimately about people. One of the programme’s proudest achievements is its emphasis on long-term relationships. From children benefiting from Foundation programmes to older adults finding purpose through walking football, the impact is deeply personal.
“We’ve seen individuals progress from volunteers to full-time employees, building their careers within the Foundation,” Rishi shares. “It’s a testament to the power of community and the support we offer.”
The focus on non-football initiatives, such as mental health support and women’s health programmes, highlights the Foundation’s wide-reaching impact. These efforts aim not only to achieve numerical success but to create lasting, meaningful change.
The Red Way supports 14 of the 17 UN Sustainable Development Goals.
LIVERPOOL FC
Pioneering Sustainability in Sport
Sports organisations worldwide are increasingly prioritising sustainability, but Liverpool FC stands out for its proactive and transparent approach. By openly sharing its challenges and progress, the club has cemented its reputation as a leader in the field.
“We’re not afraid to admit that we don’t have all the answers,” Rishi says. “Collaboration is key, whether with commercial partners, local communities, or global organisations.”
This openness has led to innovative partnerships, such as collaborating with AXA’s sustainability team to refine strategies and leveraging Standard Chartered’s global network. The club’s efforts have even garnered recognition from the United Nations, reflecting its alignment with multiple Sustainable Development Goals.
Challenges and Opportunities
While The Red Way has achieved notable milestones, challenges remain. Addressing global issues like climate change and social inequality demands ongoing effort and adaptation. For Liverpool FC, this means setting realistic yet ambitious goals and continuously pushing boundaries.
“We’re always looking ahead,” Rishi says. “Once we achieve one goal, we’re already focusing on the next challenge.”
The club’s commitment to diversity also extends to its decision-making processes, ensuring diverse perspectives are included at every level to address complex challenges effectively.
The Future of The Red Way
As The Red Way evolves, Liverpool FC’s vision remains clear: to inspire and lead by example. The programme’s longterm objectives include meeting its 2030 and 2040 sustainability targets and maintaining its leadership role within the sports industry.
“We want to be known not just as a football club but as a force for good,” Rishi concludes. “The Red Way is about striving for greatness—on and off the pitch.”
A Call to Action
Liverpool FC’s The Red Way is more than an internal initiative—it’s a call to action for the entire sports industry. By sharing its journey, challenges, and successes, the club aims to inspire others to take bold steps towards sustainability and inclusivity.
Whether through local community programmes or global partnerships, The Red Way exemplifies the power of sport to drive meaningful change. As Liverpool FC continues to set new benchmarks, one thing is clear: The Red Way is paving the path to a brighter, more sustainable future.
www.liverpoolfc.com/theredway
