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 upcoming men’s tournament, and she is now championing World Football Giving Day – a fresh initiative that aims to amplify that momentum even further. World Football Giving Day is scheduled for May 26 and is intended to rally fans, players and clubs to donate to charities worldwide that are struggling after recent cuts in aid. The campaign has attracted the backing of high‑profile football figures such as Jürgen Klopp, Juan Mata, Dani Olmo, Vivianne Miedema and, of course, Pedersen herself.
"Football possesses a singular ability to bring people together," Pedersen told Sky Sports. "Because it is the most popular sport on the planet, it carries a unique responsibility.
With the billions who follow the game, we must use that platform to make a tangible difference for the world." Mary Connor, chief executive of the Common Goal charity, also discussed the launch with Sky Sports, highlighting how the new venture fits within a broader vision of collective responsibility. Pedersen is not merely a vocal advocate; she backs her words with action. As a member of Common Goal – the movement that asks football professionals to pledge one percent of their salaries to charitable projects – she was a natural fit 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 phrases only matter if they translate into concrete steps. This campaign provides a real avenue for support, allowing organisations that need a modest boost to receive it.
It also signals that no one is fighting alone; we are many, and together we can create change." "Through my involvement with Common Goal, I have witnessed how coordinated effort can empower communities and channel the passion of the sport toward genuine social impact. World Football Giving Day builds on that spirit, offering 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 lend my voice and my resources to this cause," she added.
Now 34, Pedersen brings a long track record of charitable involvement. She has traveled to Zambia to see first‑hand the outcomes of her fundraising drives and has spent extensive periods in Ghana, where she observed how deeply football resonates with local populations. "Life can be tough, and moments of joy and peace become essential.
Football offers exactly that – it promotes health, teaches teamwork, and creates a communal space where people can gather," Pedersen said. In Ghana, she helped launch a project that blended football sessions with workshops on sexual and reproductive health and rights. "We invited specialists to speak with the girls in a safe environment, turning the football field into a place where they could learn about critical health issues," she noted. While Pedersen is doing her part, she expressed frustration that the sport’s massive financial engine is not being fully leveraged for societal good.
"Football should definitely do more. There are no excuses," she argued. "We hear about astronomical salaries and transfer fees.
Why should that wealth continue to balloon without a fraction being redirected toward grassroots clubs, climate initiatives, or children’s programmes?" She recalled the pioneering effort she helped launch ahead of the 2023 World Cup, where a coalition of players financed the offsetting of their travel emissions. "It wasn’t perfect, but it was a start. The money was invested in green technologies, turning a small contribution into a longer‑term environmental benefit." Staying optimistic is a challenge in a world where headlines often highlight setbacks.
"I follow the news closely and sometimes feel disheartened by global developments," Pedersen admitted. "CO₂ emissions are still rising, even if the curve is flattening a bit.
Experts tell us the green transition is inevitable, yet the timeline feels too slow for the suffering already occurring – droughts, floods, loss of arable land. People tend to forget those immediate human costs." At Juventus, she organized club‑wide presentations to raise awareness among teammates about these crises and suggested practical steps they could take. She has done the same with the Danish national squad, using every platform available to spread the message. "I know that some people shut down when confronted with too much finger‑wagging.
Even though I sometimes feel like shouting, I try to stay pragmatic and find the most effective way to nudge people toward small but meaningful changes," she said. World Football Giving Day is precisely that kind of measured, collective action. By donating on May 26, supporters can choose from over a hundred registered non‑profits or even create their own local initiatives.
Pedersen’s commitment underscores a broader belief that football can be a catalyst for positive change when its influence is harnessed responsibly. She urges fans, clubs and fellow athletes to join the effort, reminding everyone that the sport’s true power lies not only in goals scored but also in lives improved. To get involved, visit the World Football Giving Day website (www.worldfootballgivingday.org) and contribute to a cause that matters to you, whether it’s a global charity or a community project close to home.
And for those looking for a little extra excitement, Sky Sports is running a Super 6 competition with a £250,000 prize pool – entry is free and offers another way to engage with the beautiful game.