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. Fast‑forward to the lead‑up to the men’s tournament, and she is now championing World Football Giving Day – an even broader initiative aimed at mobilising fans and players alike.
World Football Giving Day is scheduled for 26 May and is intended to inspire people to donate and get involved in order to support non‑profit organisations worldwide that are struggling after recent cuts to aid funding. 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.
"Because it is the world’s most popular sport, it carries a huge responsibility. With so many followers, we have to do more than just entertain – we must help 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 new drive fits into a larger vision of collective responsibility within the sport. Pedersen is not merely a vocal advocate; she backs her words with concrete action.
As a member of Common Goal – a programme that asks football personalities to pledge one per cent of their salaries to charitable causes – she was a natural choice to front this latest mission. "Words can feel empty if they aren’t paired with deeds," she explained.
"It’s easy to say we want less poverty or universal education, but those statements only matter when they translate into real‑world impact." She continued, "Many organisations are operating on a shoestring budget and need a little extra support. By contributing, we send a message that nobody is fighting alone – we are many, and together we can make a difference." "Through my work with Common Goal, I’ve witnessed how collective effort can empower communities and channel the passion of the game toward tangible social change.
World Football Giving Day builds on that spirit, creating a moment where the entire football family can unite – not for victories on the pitch, but for the wellbeing of people off it. I’m proud to stand behind it," Pedersen said. Now 34, Pedersen already has a long track record of charitable involvement.
She has travelled to Zambia to see the results of her fundraising drives and spent extensive periods in Ghana, where she observed firsthand how deeply football resonates with local populations. "Life can be tough, and having a moment of joy and peace is essential. Football offers communities health benefits, teaches teamwork, and provides a gathering point," she noted. In Ghana, she helped launch a project that blended football sessions with workshops on sexual and reproductive health and rights, creating a safe space for young women to discuss crucial health topics.
While Pedersen is doing her part, she is frustrated that the sport’s massive financial engine is not being fully leveraged for social good. "Football should definitely do more. We have no excuses," she argued. "We hear about astronomical salaries and transfer fees.
Why should those sums keep inflating without a portion being redirected to grassroots projects, climate initiatives, or youth programmes?" She recalled the environmental pledge made by a group of players ahead of the 2023 World Cup, where they offset the carbon footprint of their travel by investing in green technology. "It was a modest start, but it showed that football can fund sustainable solutions," she said. Staying optimistic in a world where progress can feel slow is a challenge. "I keep up with the news and sometimes it saddens me," Pedersen admitted.
"CO₂ emissions are still rising, even if the curve is flattening a bit. Experts say the green transition will happen, but the timeline is dragging, and people are already suffering from droughts, floods, and loss of farmland." At Juventus, Pedersen organised squad‑wide presentations to raise awareness of these issues and suggest actionable steps. She has done the same with the Danish national team, using any platform she can to spread the message. "Some people shut down when they feel lectured," she observed.
"Even though I sometimes feel like screaming because the situation isn’t acceptable, I try to stay pragmatic and find the most effective way to inspire small changes." World Football Giving Day is one of those practical avenues. By donating to any of the 100+ registered charities on the World Football Giving Day website (www.worldfootballgivingday.org) or by organising local fundraising activities, fans can contribute to a global movement. Pedersen’s commitment illustrates how individual players can amplify the sport’s societal impact.
Her journey—from climate‑action campaigns at the Women’s World Cup to on‑ground projects in Africa, and now to a worldwide giving day—shows that football’s influence extends far beyond the stadium. If you want to join the cause, visit the World Football Giving Day portal, choose a charity that resonates with you, and make a contribution. Every euro helps, and together the football community can turn its massive popularity into a force for lasting positive change.
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