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SC Johnson is showcasing a real-life example of a closed loop recycling model for sporting events. The company is teaming up with Liverpool Football Club to create a closed loop recycling model for the more than 500,000 plastic bottles used at Anfield each season.

From the start of the partnership, fans at Anfield will be able to place plastic beverage bottles in specially designed receptacles. SC Johnson will collect the plastic and repurpose it to create new Mr Muscle trigger bottles. LFC’s stadium, Anfield, seats almost 54,000 fans. Beyond reducing plastic waste at the stadium, this partnership also aims to raise global awareness about recycling.

“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 F.C. 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.”

The new partnership, called Goals for Change, kicks off a series of initiatives to drive improvements in sustainability and health and hygiene and provide pathways to greater economic and social mobility for youth across Liverpool F.C.’s communities in the UK, Asia and Latin America.

Over the last two years, SC Johnson has formed first-of-its kind partnerships with U.S. professional sports teams, like the Milwaukee Bucks and Milwaukee Brewers, to implement new recycling initiatives to better recycle the more than one million plastic cups that are used at the teams’ respective stadiums throughout their seasons. The cups collected will then be turned into 100% post-consumer recycled bottles for Scrubbing Bubbles bottles in North America.

SC Johnson has committed to making 100% of its plastic packaging recyclable, reusable or compostable, along with tripling the amount of post-consumer recycled (PCR) plastic content, by 2025. Currently, 65% of SC Johnson plastic packaging is designed to be recyclable, reusable or compostable, and 19% of SC Johnson’s packaging is PCR, up from 10% in 2019. And since February 2021, all Mr Muscle trigger bottles sold in the UK are now made using 100% PCR plastic.

Liverpool FC Player, Luis Garcia, is pictured alongside Fisk Johnson, chairman and CEO SC Johnson, and Billy Hogan, CEO Liverpool Football Club at the launch of a new global sustainability partnership between the global maker of household consumer brands and Liverpool Football Club.