On 22 April, Earth Day was celebrated. However, environmental indicators show that the Planet Scoreboard is getting worse over time. In this article, Sport Impact looks at how sports used their platform to communicate on Earth Day, and how their efforts are contributing to the changing Planet Scoreboard.
The History of Earth Day
Earth Day began in 1970 in the United States and takes place every year on 22 April. It was created to engage the public and help environmental issues rise higher on the national agenda. 20 million people took to the streets in the US during the first Earth Day; now more than one billion people in nearly 200 countries celebrate Earth Day each year.
In 2025, the official theme was “Our Power, Our Planet”, and focused on renewable energy. Organisers want worldwide electricity generation from renewable sources to triple by 2030, which is similar to the COP28 pledge agreed in Dubai in 2023.
The Planet Scoreboard
Despite it being 55 years since the original Earth Day, sustainability issues are more pressing than ever. Global temperatures have continued to rise due to ever increasing concentrations of greenhouse gases in the atmosphere, and emissions are still yet to peak (although are displaying signs that they might not be far off it).
The Earth operates as a system, with parts of it interconnected, making it difficult to predict how it will respond to human activities. However, scientific studies have modelled this behaviour and have shown that there are nine major Earth boundaries which must be regulated for a safe and liveable planet. So far, six of these boundaries have been breached, including the Climate Change boundary, and the Biosphere Integrity boundary. This shows that the Earth is in extra-time, and we need to change the score, fast.
Many businesses use Earth Day as an opportunity to showcase how they are acting for the planet; however, sometimes the scale of actions and ambitions don’t match with what’s needed to achieve real, meaningful impact. In the best-case scenario, this is because they don’t have the resources to take bold action, but in the worst-case scenario, it is because organisations are trying to convince audiences that they achieve more than do, which can be classed as greenwashing.
How Sports Organisations Communicate Around Their Sustainability Efforts
This Earth Day, many sports organisations have used the day as an opportunity to celebrate the work they are doing for the planet. Earth Day gives sports organisations a natural opening to have conversations with their fanbases, reaching a large number of people, including those who otherwise solely want to see on-pitch activities of their favourite organisations.
Communicating with a large audience can be challenging, as the levels of knowledge vary greatly. To address this, we are seeing a trend towards better designs and infographics to convey sustainability efforts to lay audiences. Simple, one-page infographics now often present a snapshot of the sustainability highlights. However, organisations must be careful to portray efforts transparently without oversimplifying them, showing that there is still work to be done over the coming decades. This can often be a tricky tightrope to walk, as sports organisations naturally want to highlight the positives to their mass audiences.
Liverpool FC and The Red Way – Case Study
This Earth Day, Liverpool FC released their 2025 The Red Way report, providing an interesting case study for fan engagement and communication.
Their infographic at the start of the report provides a snapshot of their activities across the whole season, capturing the key takeaways. The snapshot is very useful for fans without sustainability knowledge, although it can sometimes be difficult to know which of these highlights is most important for people and the planet. For example, the panel showing the 15% reduction in emissions versus their baseline year is one of the most important metrics for the planet (and a superb achievement!), so Sport Impact believes that this should be one of the largest panels. Additionally, the fact that 57% of partners are aligned to and actively supporting The Red Way shows that Liverpool have made their sustainability work commercially desirable.
The remainder of the report takes a deeper dive into where these numbers come from, showcasing case studies through a series of engaging visuals. This brings the report to life, making it accessible for those with limited knowledge around environmental issues, and is an example of best-in-class sustainability fan communication.
Liverpool have done a great job of linking initiatives to the Sustainable Development Goals (SDGs), which are a widely understood sustainability target. However, to emphasise their efforts further, Sport Impact would suggest providing context as to the wider Planet Scoreboard, so that fans can truly understand the importance of the Liverpool FC sustainability initiatives. Sports fans know the power of the scoreboard, and they know that there is always room for improvement.
Some sustainability reports can sometimes feel like there is no room for improvement. However, Liverpool FC’s report walks the fine line between showing the progress achieved so far, whilst acknowledging that there are still things to be achieved over the coming years. This acknowledgement that there is still time to play and the language used can encourage fans to join the team and ‘get on the pitch’, as they understand sustainability is a growing movement for people and the planet, and that it is something desirable to join. Fan awareness of The Red Way increasing from 13% to 34% over the last few years shows that the way Liverpool are communicating around sustainability and their off the pitch activities is successful, and that their fans are joining them ‘on the pitch’.
In summary Liverpool FC’s 2025 The Red Way report is a testament to their incredible efforts in sustainability and fan engagement. By presenting a season-long snapshot of their achievements, Liverpool has created a resource that is both accessible and inspiring. Their 15% reduction in emissions is a remarkable milestone for the planet, and their success in aligning 57% of their partners to actively support The Red Way demonstrates that sustainability can be both impactful and commercially appealing. With visually engaging case studies and a focus on connecting initiatives to the Sustainable Development Goals (SDGs), the report exemplifies best-in-class sustainability communication. Liverpool’s commitment to progress, transparency, and engaging their fans to be part of this journey highlights the club as a true leader in driving positive change—on and off the pitch.
Communicating to Change the Planet Scoreboard
In summary, Earth Day is a superb opportunity to communicate with fans around sustainability, to spark collective action. Many sports organisations use this day as a chance to showcase their sustainability work, with the biggest story in 2025 coming from Liverpool FC and the release of their 2025 The Red Way report. Sport Impact celebrates the work of sustainability professionals in writing these reports, and urges sports organisations to expand on them by highlighting where their efforts impact the planetary scoreboard, as that is the only scoreboard that ultimately matters.
Sport Impact offers guidance on how to successfully communicate with fans as part of the Sport Impact Membership. Enquire today about joining, and we would be delighted to assist your organisation on its journey to make a bigger impact.
For more information, comments, or questions, please contact info@sportimpactsummit.com.