On the night before the 2023 Women’s World Cup kicked off, Danish midfielder Sofie Junge Pedersen spearheaded what became the largest player‑driven climate‑action movement ever seen in football. Fast‑forward to the men’s tournament, and she is once again at the forefront, this time championing World Football Giving Day – a fresh initiative that aims to turn the sport’s massive global reach into a force for good.
World Football Giving Day is scheduled for May 26 and is designed to inspire fans, clubs and players alike to donate to charities that have been hit hard by recent cuts to aid funding. The campaign has attracted a glittering roster of supporters, including Liverpool manager Jürgen Klopp, former Manchester United star Juan Mata, Spain international Dani Olmo, England women’s forward Vivianne Miedema, and, of course, Pedersen herself. "Football possesses a unique ability to bring people together," Pedersen told Sky Sports.
"Because it is the world’s most popular sport, it carries a responsibility to use that platform for positive change. With so many eyes on the game, we have a duty to make the world a better place." Mary Connor, chief executive of the Common Goal movement, also spoke to Sky Sports about the launch of the new campaign. As a member of Common Goal – an initiative in which football professionals pledge one per cent of their earnings to charitable projects – Pedersen was a natural fit to lead this effort.
"Words can be hollow if they are not backed by action," she explained. "It’s easy to utter slogans about eradicating poverty or ensuring every child receives an education, but those statements mean little without concrete steps. This campaign translates those ideals into tangible support for organisations that need a financial boost. It also sends a powerful message that no one is fighting alone; we are many, and together we can make a difference." Through her involvement with Common Goal, Pedersen has witnessed first‑hand how collective generosity can empower communities and channel the passion of football into real‑world impact.
She believes World Football Giving Day extends that same spirit, creating a single day when the entire football family can unite not for trophies on the pitch but for the wellbeing of people off it. "I am proud to lend my voice and my resources to this cause," she said. Now 34, Pedersen’s commitment to charitable work 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 how deeply football is woven into the fabric of everyday life. "In both countries, football is more than a game; it is a source of hope, community and identity," she noted. The Sky Sports app offers a direct link to the campaign, encouraging users to donate or simply learn more about the participating charities.
Pedersen highlighted the broader social benefits of football, especially in under‑privileged areas. "Life can be harsh, and moments of joy and peace are vital. Football promotes health, teamwork, and social cohesion. It gives people a reason to gather and support each other." One project she cited in Ghana combined football training with workshops on sexual and reproductive health and rights.
Female participants were given a safe space to discuss sensitive topics with knowledgeable speakers, illustrating how sport can serve as a conduit for vital education. Despite her personal contributions, Pedersen expressed frustration that the sport’s full financial power is still under‑utilised for social good. "Football should do more. There are no excuses," she argued.
"We hear about astronomical player salaries and transfer fees. Why should that money continue to circulate only among the elite? A portion could be redirected to grassroots programmes, climate initiatives, and youth development." She recalled the environmental pledge made by a group of players ahead of the 2023 World Cup, where they offset the carbon footprint of their travel by investing in green technology. "It was a modest start, but it showed that the football community can fund sustainable solutions," Pedersen said.
Staying optimistic in a world where progress can feel slow is a challenge she acknowledges. "I keep up with the news, and sometimes it’s disheartening. CO₂ emissions are still rising, even if the curve is flattening a bit. Experts say the green transition is inevitable, but the timeline is worrying.
Climate change is already affecting people – droughts, floods, loss of arable land – and we need to act now." At Juventus, Pedersen organised a squad‑wide briefing on climate and social issues, mirroring similar sessions with the Danish national team. "Whenever I get the chance, I try to raise awareness about the crisis," she said.
"But I also recognise that people can shut down if they feel lectured. Even when I feel like shouting, I try to be pragmatic and find the most effective way to inspire small changes." World Football Giving Day is one such practical avenue. By directing donations to over one hundred vetted non‑profits, the initiative provides a clear, accessible way for fans and professionals to contribute. Pedersen encourages everyone to visit the campaign’s website (www.worldfootballgivingday.org) to make a donation, volunteer locally, or simply spread the word.
In addition to the charitable push, the Sky Sports platform is running a promotion called Super 6, offering a chance to win £250,000. While the prize may attract attention, Pedersen hopes the real victory will be the collective goodwill generated on May 26, when the football world pauses its usual competition to support those in need.
Through her relentless advocacy, Sofie Junge Pedersen demonstrates that the beautiful game can be a catalyst for real, lasting change – a belief she intends to keep championing, one campaign at a time.