On the night before the 2023 Women’s World Cup kicked off, Danish midfielder Sofie Junge Pedersen spearheaded what became the most extensive player‑driven climate‑action movement ever seen in football. As the men’s tournament approaches, she is now lending her voice to World Football Giving Day, an even broader initiative aimed at mobilising fans and players alike. World Football Giving Day is scheduled for 26 May and is intended to inspire people worldwide to donate to non‑profit organisations that have been hit hard by recent cuts to aid funding. High‑profile figures such as Jürgen Klopp, Juan Mata, Dani Olmo, Vivianne Miedema and, of course, Pedersen herself have pledged their support.
"Football possesses a singular ability to bring people together," Pedersen told Sky Sports. "Because it is the world’s most popular sport, it carries a huge responsibility.
With the massive follow‑ership we have, we must do more than just entertain – we have to help make the world a better place." Mary Connor, chief executive of the Common Goal movement, also discussed the launch of the new campaign with Sky Sports. Pedersen, a committed member of Common Goal – the programme that asks football personalities to donate one per cent of their salaries to charitable projects – was a natural choice to front this latest mission. "Talk can sometimes feel hollow," she explained.
"It’s easy to utter slogans about eradicating poverty or guaranteeing education for every child, but those words need to be backed by concrete action. There are countless organisations that simply need a little extra support, and we all have a role to play. By acting together we send a message that nobody is fighting alone; we are a collective force." "Through my involvement with Common Goal I have witnessed how collective effort can empower communities and channel the passion of the game into tangible social impact.
World Football Giving Day builds on that same spirit, creating a moment when the entire football family can unite – not for trophies on the pitch, but for the wellbeing of people off it. I’m proud to stand behind it," Pedersen added. Now 34, Pedersen’s track record of philanthropy stretches back years.
She has travelled to Zambia to see the results of her fundraising drives and spent extensive periods in Ghana, where she observed first‑hand how deeply football is woven into everyday life. "In both nations, football is more than a sport – it is a source of identity, hope and community," she said. World Football Giving Day aims to turn that sense of community into measurable aid. Pedersen highlighted the broader benefits of football: "Life can be tough, and moments of joy and peace are essential.
Football contributes to health, teaches teamwork and provides a platform for people to come together." She described a specific project in Ghana that combined football sessions with workshops on sexual and reproductive health and rights. "A facilitator visits the girls during training, creating a safe space where they can discuss and learn about vital health topics.
It’s about using the sport as a gateway to address issues that might otherwise be ignored." While Pedersen is doing her part, she expressed frustration that the sport’s full financial power is still under‑utilised for social change. "Football should definitely do more.
We have no excuses," she argued. "We constantly hear about astronomical player salaries and transfer fees.
Why should those sums keep growing without a portion being redirected to grassroots clubs, climate initiatives, or programmes for children and young people?" She recalled the environmental pledge made by a group of players ahead of the 2023 World Cup, which offset the carbon footprint of their travel by investing in green technology. "It was a modest start, but it showed that football can turn money into climate‑positive action," Pedersen noted. Staying optimistic in a world where progress can feel slow is a challenge she acknowledges. "I keep up with the news and sometimes it makes me sad.
CO₂ emissions are still rising, even if the curve is flattening a little. Experts say the green transition is inevitable, yet the timeline feels too long for people already suffering from droughts, floods and loss of arable land." At Juventus, Pedersen organised team‑wide presentations to explain these crises and suggest practical steps players could take. She has done the same with the Danish national squad, using every opportunity to raise awareness.
"When I get the chance, I talk about the climate emergency," she said. "But I also recognise that people can shut down if they feel lectured. Even though I sometimes feel like screaming, I try to stay pragmatic and find the most effective way to inspire small, lasting changes." World Football Giving Day is one of those practical avenues. By donating to any of the 100‑plus registered charities on the website (www.worldfootballgivingday.org) or by organising local fundraising activities, fans can contribute to a global movement.
Pedersen’s message is clear: the beautiful game holds immense potential to drive social and environmental progress. It is up to players, clubs, governing bodies and supporters to harness that power and turn passion into purpose. To take part, visit the World Football Giving Day site, choose a cause that resonates with you, and make a contribution.
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