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 players alike.
World Football Giving Day is scheduled for 26 May and is designed to inspire people to donate and get involved in raising funds for non‑profit organisations worldwide that are struggling after recent cuts to aid budgets. The campaign has attracted the backing of high‑profile figures such as Jürgen Klopp, Juan Mata, Dani Olmo, Vivianne Miedema and, of course, Pedersen herself. "Football possesses a unique capacity to bring people together," Pedersen told Sky Sports.
"It is the world’s most popular sport, which gives it a massive platform. With that platform comes a responsibility – we have millions of followers, so we must use our influence to make the world a better place." Mary Connor, chief executive of Common Goal, also discussed the launch of the new drive with Sky Sports, highlighting the growing trend of football professionals turning their fame into tangible social impact. Pedersen is not merely a talker; she backs her words with action. As a member of Common Goal – a movement that asks football personalities to pledge one per cent of their salaries to charitable causes – she was a natural fit to lead this latest mission.
"Words can sometimes feel hollow," she explained. "It’s easy to utter slogans about ending poverty or guaranteeing education for every child. But real change happens when we translate those slogans into concrete steps." She continued, "Many organisations operate on shoestring budgets and need just a little boost. When we all contribute, we send a message that nobody is fighting alone – we are many, and together we can make a difference." Through her work with Common Goal, Pedersen has witnessed how collective effort can empower communities and channel the passion of the sport toward measurable social outcomes.
"World Football Giving Day builds on that same spirit, creating a moment when the entire football family can unite – not for trophies on the field, but for the wellbeing of people off it. I’m proud to lend my voice and support." Now 34, Pedersen’s commitment to charitable work runs deep. She has travelled to Zambia to see the impact of her fundraising drives and spent extensive periods in Ghana, where she observed firsthand how football can serve as a catalyst for hope and development. "In both countries I saw how deeply football resonates with people," she said.
She highlighted a project in Ghana that merged football sessions with workshops on sexual and reproductive health and rights. "A facilitator would come in and speak with the girls, turning the pitch into a safe space where they could discuss and learn about vital health topics." Pedersen acknowledges that while she is doing her part, the sheer financial scale of modern football means the sport’s full potential remains under‑utilised.
"Football should definitely do more. We have no excuses," she argued. "We hear about astronomical player salaries and transfer fees.
Why let those sums keep inflating without allocating a portion to grassroots development, climate initiatives, or youth programmes?" She recalled the 2023 World Cup initiative where a cohort of players funded the offsetting of their own travel emissions, investing the money in green‑technology projects. "It wasn’t a perfect solution, but it was a start and it showed that change is possible when we put resources behind it." Staying optimistic amid a sometimes bleak global outlook is a challenge she openly admits. "I follow the news and it can be disheartening.
CO₂ emissions are still rising, even if the curve is flattening a bit. Experts say the green transition will happen, but it’s taking longer than we need." She expressed concern that many people are already feeling the effects of climate change – droughts, floods, loss of arable land – and that these urgent realities are often forgotten in the broader conversation. At Juventus, Pedersen organised team‑wide briefings to outline these issues and suggest actionable steps.
She has done the same with the Danish national squad, using every opportunity to raise awareness. "Whenever I can, I talk about the crisis," she said, adding that she is mindful of how to present the message without causing people to shut down.
"There are moments when I feel like shouting, ‘This is not okay!’ but I try to stay pragmatic, finding the most effective ways to nudge people toward small, lasting changes," she explained. World Football Giving Day offers exactly that kind of incremental impact.
By donating to any of the 100+ registered charities on the platform or by organising local fundraising efforts, fans can contribute to a global wave of goodwill. Pedersen’s message is clear: football has the power to do far more than entertain.
It can heal, educate, and inspire action. As she puts it, "Life can be hard, and a moment of joy and peace is vital. Football provides that – it promotes health, teamwork, and community cohesion." To join the cause, visit the World Football Giving Day website (www.worldfootballgivingday.org) and support a charity of your choice, or think creatively about how you can give back in your own neighbourhood or abroad.
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