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. Now, with the men’s tournament looming, she is championing World Football Giving Day, a fresh initiative that aims to amplify that momentum even further. World Football Giving Day is scheduled for 26 May and is intended to inspire fans, players and clubs to donate to charities that have been hit hard by recent cuts in aid. High‑profile supporters such as Jürgen Klopp, Juan Mata, Dani Olmo, Vivianne Miedema and, of course, Pedersen herself have pledged their backing.
"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 a massive platform. With that reach comes a responsibility – we must use it 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 scheme builds on the charity‑driven ethos that has become a hallmark of the organization. Pedersen is not just a vocal advocate; she puts her money where her mouth is.
As a member of Common Goal – the programme where football professionals commit one per cent of their earnings to charitable projects – she was a natural choice to front this latest campaign. "Words can sometimes feel hollow," she explained. "It’s easy to utter slogans about eradicating poverty or guaranteeing education for every child, but those statements only matter if they are backed by concrete action." She continued, "Many organisations are operating on shoestring budgets and could use even a modest boost. When we act together, we signal that nobody is fighting this battle alone – we are a collective force." "Through my work with Common Goal, I’ve witnessed how coordinated effort can empower communities and channel the passion of the game into real‑world impact.
World Football Giving Day expands on that spirit, creating a single day 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 philanthropy. She has travelled to Zambia to see the results of her fundraising drives and spent extensive periods in Ghana, where she observed first‑hand how deeply football resonates with local populations. "Life can be harsh, and moments of joy and peace become essential. Football offers exactly that – it promotes health, teaches teamwork and provides a gathering point for communities," she noted.
In Ghana, Pedersen helped launch a project that fused football training with workshops on sexual and reproductive health and rights. "We invited experts to speak with the girls in a safe environment, turning the football field into a space where they could learn about vital health topics," she added. While Pedersen is doing her part, she expressed frustration that the sport’s immense financial power is not being fully leveraged for social change.
"Football should definitely do more. We have no excuses," she argued. "We constantly hear about astronomical player wages and record‑breaking transfer fees.
Why should that money simply keep growing? A portion could be redirected to grassroots clubs, climate initiatives, or programmes that support children and young people." She recalled the 2023 World Cup effort where a coalition of players financed the offsetting of their own travel emissions, investing the funds in green‑technology projects. "It was a modest start, but it proved that even small financial commitments can be turned into tangible environmental benefits." Staying optimistic in a world where progress can feel uneven is a challenge she acknowledges. "I keep up with the news, and sometimes it’s disheartening.
CO₂ emissions are still rising, albeit at a slower rate. 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 confessed. During her stint at Juventus, Pedersen organised team‑wide presentations to raise awareness about these crises, replicating the same approach with the Danish national squad.
"Whenever I get a chance, I try to inform my teammates about the climate emergency," she said. She also recognises that constant preaching can cause people to shut down. "Even though I sometimes feel like shouting that this situation is unacceptable, I try to be pragmatic and find the most effective ways to inspire incremental change," Pedersen explained. World Football Giving Day offers one such avenue.
By directing donations to any of the 100‑plus registered non‑profits, or by encouraging individuals to devise their own charitable actions locally or globally, the initiative hopes to generate a ripple effect of generosity. Pedersen’s commitment underscores a broader belief: football’s influence extends far beyond the stadium.
When players, clubs and fans mobilise their resources, the sport can become a catalyst for real societal transformation. If you want to contribute, visit the World Football Giving Day website at www.worldfootballgivingday.org and support a cause that resonates with you.
Additionally, Sky Sports invites fans to play the Super 6 competition for a chance to win a £250,000 prize pool – entry is free, and proceeds also go to charitable projects.