ClubLiverpool FC wins top honour for creative communication of The Red Way
Liverpool FC’s communications team has been honoured with the ‘Communications Initiative of the Year’ award at the 2025 edie Net-Zero Awards.
The accolade is in recognition of the outstanding work promoting The Red Way – the club’s sustainability strategy.
The award celebrates the club’s creative and credible approach to engaging fans around climate action in collaboration with LFC’s impact team, placing The Red Way at the heart of its communications strategy.
The edie Net-Zero Awards are the only official awards programme that celebrates the individuals and organisations leading the way toward a net-zero carbon economy.
This category spotlights organisations and agencies that have successfully communicated transparent, trustworthy messaging around net-zero. In an era of greenwashing and greenhushing, it acknowledges those who are building trust and driving meaningful, measurable action.
LFC’s communications team was recognised for its seamless and consistent promotion of The Red Way. The club’s communications go beyond awareness-raising, leveraging the club’s global reach and influence to inspire meaningful climate action worldwide.
Defined by The Red Way report, 34 per cent of fans are now aware of the club’s sustainability strategy, up from just 13 per cent in the 2022-23 season, which underlines significant growth in engagement and impact.
Through a series of innovative and emotionally resonant campaigns each season, the club continues to bring complex climate issues to life in ways that connect with fans.
As part of its 2025 World Earth Day activation, LFC partnered with AXA and Fondation Tara Ocean to spotlight ocean sustainability. Players including Mohamed Salah and Dominik Szoboszlai joined young people from LFC Foundation for a football and climate-themed board game session.
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Watch on YouTubeThe campaign reached more than 1.2 million fans in 2024 and more than 1.5 million in 2025, using the voices of players, supporters and the local community to elevate environmental awareness.
LFC’s approach to communicating The Red Way is designed to make climate action visible, tangible and credible. All messaging is backed by third-party verification and aligns with the UN Sports 4 Climate Action Framework.
Jonathan Bamber, chief legal and external affairs officer at Liverpool FC, said: “This award is fantastic recognition of the collective effort between our communications team and impact team, which oversees all elements of The Red Way.
“It is a proud moment for everyone at LFC as it reaffirms the club’s belief in football’s unique ability to drive positive change, not just in raising awareness, but by inspiring real, lasting impact.
“Through The Red Way, we’ve created a platform that blends honest, creative and engaging storytelling with credible, measurable action, demonstrating that our commitment to sustainability is more than words, it’s embedded into every part of how the club operates.”
- Find out more about The Red Way here