The club has opened a permanent mental wellbeing hub at Anfield, while also extending its collaboration with carbon removal company 1PointFive. Together, the initiatives provide two very different examples of Liverpool’s wider approach through its sustainability strategy, The Red Way.

A permanent place for support

The new Kicking Off Conversations hub is the first permanent facility of its kind in either the Premier League or Barclays Women’s Super League. Located outside Anfield, it provides supporters with a safe space on matchdays to talk, connect and access specialist mental health support.

The facility brings together safeguarding stewards, mental health professionals and trained LFC Foundation staff, offering confidential support to people experiencing mental health difficulties or suicidal thoughts, those concerned about somebody else, or simply anyone needing someone to talk to.

Importantly, this is not an isolated intervention. Liverpool participated in a pilot last season involving 11 clubs, which helped inform the Premier League’s decision to fund tailored supporter support across all 20 clubs from 2026-27. Liverpool has taken the concept further by establishing a permanent presence at Anfield.

Matt Parish, Chief Executive of LFC Foundation, said:

“We want our supporters to know that they do not have to face difficult moments alone, and that there is always a place at Anfield where they can come and talk in a safe and welcoming environment.”

Bringing carbon removal into the club shop

Liverpool’s second development tackles a very different challenge. Its collaboration with US-based carbon capture company 1PointFive has expanded to include a new Mighty Red Teddy and Red Ted.

The carbon footprint generated by manufacturing the products up to the point of sale will be addressed through direct air capture, removing an equivalent quantity of carbon dioxide from the atmosphere.

The initiative builds on last year’s commemorative 2005 Istanbul Anniversary Jersey. According to Amil Shah, Director at 1PointFive, the significance goes beyond the individual products and lies in whether the approach can become commercially scalable. The original Istanbul anniversary jersey became the second best-selling product on Liverpool’s retail site during its first three months.

“The goal is to make carbon removal something that can be incorporated into everyday products in a practical and repeatable way.”

Anthony Cottone, president and general manager at 1PointFive, described the collaboration as demonstrating how direct air capture can create “differentiated, best-selling product offerings” while delivering sustainability goals in a measurable way.

Purpose across the organisation

What connects these initiatives is their integration into areas that football clubs might once have considered peripheral to their core business: supporter wellbeing and retail products. Liverpool is increasingly demonstrating that purpose can be embedded across the organisation rather than confined to a sustainability department or annual report.

That approach is reflected in the Global Sustainable Sport SPI Index. Liverpool currently sits within the Global Top 5, is the highest-ranked football club in the world, and is one of only four sports organisations to have achieved B – Purpose Leader status.

The latest developments offer further evidence of why. From providing permanent mental health support at Anfield to experimenting with carbon removal at product level, Liverpool is translating broad sustainability commitments into practical interventions that directly touch its supporters.