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 campaign ever seen in football. Now, with the men’s tournament on the horizon, she is throwing her weight behind World Football Giving Day, an even more ambitious push for change.
World Football Giving Day is a global initiative that encourages fans, clubs and players to donate on 26 May to support non‑profit organisations that have been hit hard by funding cuts. High‑profile supporters such as Jürgen Klopp, Juan Mata, Dani Olmo, Vivianne Miedema and, of course, Pedersen herself have signed up to amplify the message.
"Football possesses a unique capacity to bring people together," Pedersen told Sky Sports. "It is the world’s most popular sport, which automatically gives it massive influence. With that influence comes responsibility – we have millions of followers, so we must use our platform to make the world a better place." Mary Connor, chief executive of the Common Goal movement, also discussed the launch with Sky Sports, highlighting how the campaign fits into a broader vision of football‑led philanthropy.
Pedersen is not just a vocal advocate; she backs her statements with concrete action. As a member of Common Goal – a programme that asks football figures to pledge one percent of their salaries to charitable causes – she was a natural choice to front this latest mission.
"Words can feel hollow if they aren’t backed by deeds," she explained. "It’s easy to make statements about eradicating poverty or ensuring every child receives an education, but true impact comes from doing something tangible to achieve those aims." She continued, "Many organisations are operating on shoestring budgets and need a little boost.
When we all contribute, we show that no one 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 real‑world change. World Football Giving Day extends that spirit, creating a single moment when the entire football family can unite, not for trophies, but for the wellbeing of people beyond the pitch.
I’m proud to stand behind it," Pedersen said. Now 34, Pedersen has a long track record of charitable work. She has travelled to Zambia to see the results of her fundraising drives and spent considerable time in Ghana, where she observed first‑hand how deeply football resonates with local populations. "Life can be incredibly tough, and having moments of joy and peace is vital.
Football offers so many benefits to a community – it promotes health, teaches teamwork and provides a gathering point for people," she noted. In Ghana, Pedersen helped launch a project that combined football training with workshops on sexual and reproductive health and rights.
"We invited speakers to talk to the girls, creating a safe space where they could learn about these critical health topics while playing the sport they love," she explained. While Pedersen is doing her part, she expressed frustration that the sport’s enormous financial power is not being fully leveraged for social good. "Football should definitely do more.
There are no excuses," she argued. "We hear about astronomical player salaries and transfer fees. Why should that money simply keep growing? 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, when a group of players funded the offsetting of their own travel emissions.
"It wasn’t a perfect solution, but it was a start. The money was invested in green technology, which sent a clear signal that the sport can act responsibly." Staying optimistic is a challenge in a world where progress can feel slow. "I keep up with the news, and sometimes it’s disheartening.
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 long, and people are already suffering from droughts, floods and loss of arable land," she admitted.
At Juventus, Pedersen organised club‑wide presentations outlining these climate and social issues, urging teammates to consider concrete actions. She has done the same with the Danish national squad, using every opportunity to raise awareness.
"When I talk about the crisis, I’m aware that some people shut down if they feel lectured. I often feel like screaming, ‘This is not acceptable,’ but I try to stay pragmatic and find the most effective way to inspire small, lasting changes," she said. World Football Giving Day is one of those practical avenues. By donating to any of the 100 + registered charities on the website (www.worldfootballgivingday.org) or by organising local fundraising efforts, fans can contribute to a global wave of goodwill.
Pedersen’s commitment illustrates how individual athletes can amplify the sport’s social impact. Her message is clear: football’s reach is unparalleled, and with that reach comes a duty to act.
Whether through climate‑focused projects, health education, or financial support for NGOs, the game can be a catalyst for positive change. To join the cause, visit the World Football Giving Day site, select a charity that resonates with you, and make a donation. Even small contributions add up when millions of football lovers participate on the same day. And for a bit of fun, fans can also play the Super 6 competition for a chance to win £250,000 – entry is free and adds an extra incentive to engage with the football community.