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 lead‑up to the men’s tournament, and she is now championing World Football Giving Day, an even more ambitious initiative aimed at mobilising fans and football personalities to contribute to a global charitable cause. World Football Giving Day is scheduled for May 26 and is intended to inspire people worldwide to donate to non‑profit organisations that have been hit hard by recent reductions in aid.
The campaign enjoys high‑profile backing from a roster of football greats, including Liverpool manager Jürgen Klopp, former Manchester United star Juan Mata, Spain international Dani Olmo, England women’s striker Vivianne Miedema, and of course Pedersen herself. "Football possesses a singular ability to bring people together," Pedersen told Sky Sports. "It is the most popular sport on the planet, which means it carries a unique responsibility.
With such a massive following, we must use our platform to make a tangible difference and help improve the world." Mary Connor, chief executive of the charitable network Common Goal, also discussed the launch of the new campaign with Sky Sports. Pedersen, a Denmark international and a committed member of Common Goal, has long walked the talk when it comes to using her earnings for good.
The Common Goal model asks football figures to pledge one per cent of their salaries to charitable projects, and Pedersen was a natural fit to lead this fresh effort. "Words can sometimes feel hollow," she explained. "It’s easy to make statements about wanting to eradicate poverty or ensure every child receives an education, but those sentiments only become meaningful when they are backed by concrete action." She continued, "There are countless organisations that simply need a modest boost.
By contributing, we send a message that nobody is fighting alone – we are many, and together we can create real change." Reflecting on her experience with Common Goal, Pedersen added, "I have witnessed how collective effort can empower communities and channel the passion we have for the game into genuine social impact. World Football Giving Day extends that spirit, offering a moment where 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." Now 34, Pedersen’s commitment to charitable work stretches back years. She has travelled to Zambia to see the outcomes of her fundraising drives and spent extensive periods in Ghana, observing first‑hand how deeply football resonates with local populations.
"In both nations, football is more than a sport; it’s a lifeline that brings joy, health, teamwork, and a sense of community," she noted. The Sky Sports app promotes the event, highlighting how football can serve as a vehicle for positive societal change. Pedersen described a project in Ghana that paired football sessions with workshops on sexual and reproductive health and rights.
"When girls gather for a game, we also create a safe space where educators can discuss vital health topics. It’s about using the sport’s pull to deliver essential information." While Pedersen is doing her part, she laments that the sport’s enormous financial engine is not being fully leveraged for good.
"Football should definitely do more. We have no excuses," she argued. "We hear about astronomical player salaries and transfer fees. Why should that money just keep inflating?
Why not allocate a portion to grassroots organisations, climate initiatives, and programmes that support children and young people?" She recalled the pioneering effort she helped launch ahead of the 2023 Women’s World Cup, where a group of players financed the offsetting of their own travel emissions. "It wasn’t perfect, but it was a start. The funds were invested in green‑technology projects, turning a modest sum into a longer‑term environmental benefit." Staying optimistic in a world where progress can feel uneven is a challenge Pedersen acknowledges.
"I keep up with the news, and sometimes the headlines are disheartening," she admitted. "CO₂ emissions are still rising, even if the curve is flattening a little.
Experts say the green transition is inevitable, but the timeline feels too slow for the suffering already occurring. Climate change is here—people are already losing crops to droughts and floods, and that reality is often forgotten." At Juventus, Pedersen organised squad‑wide presentations to highlight these issues and propose actionable steps. She has done the same with the Danish national team, using every platform available to raise awareness. "Whenever I get the chance, I try to inform my teammates about the crisis," she said.
"But I also recognise that too much finger‑wagging can cause people to shut down. 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 represents one of those practical avenues. By donating through the official website (www.worldfootballgivingday.org), supporters can choose from over a hundred vetted non‑profits or even devise their own ways to give back locally or globally.
Pedersen’s message is clear: the football community possesses both the influence and the resources to drive meaningful change, and it is time to harness that power fully. Whether through direct donations, awareness‑raising sessions, or supporting green initiatives, every contribution adds up. As the world prepares for the next major tournament, the hope is that the sport’s collective voice will echo louder than ever—not just in stadiums, but in the corridors of social and environmental progress.
For those looking to get involved, the campaign also offers a chance to play the Super 6 game for a shot at a £250,000 prize, adding a fun incentive to the charitable mission.