On the night before the 2023 Women’s World Cup, Danish midfielder Sofie Junge Pedersen spearheaded what became the largest player‑driven climate‑action movement ever seen in football. As the men’s tournament approaches, she is now championing World Football Giving Day, a new initiative that aims to amplify that momentum even further. World Football Giving Day is scheduled for 26 May and is intended to inspire fans, clubs and football personalities to donate to charities that have been hit hard by recent cuts to public aid.
The campaign has attracted the support 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 most popular sport on the planet, it also carries a responsibility. With billions of 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 charity, also spoke to Sky Sports about the launch, emphasizing how the project fits into a broader vision of collective responsibility within the sport. Pedersen is not merely a spokesperson; she backs her words with action. As a member of Common Goal – a movement that asks footballers, coaches and executives to pledge one per cent of their salaries to charitable causes – she was a natural choice to front this latest campaign.
"Talk can be hollow," she explained. "It’s easy to utter slogans about ending poverty or guaranteeing education for every child. But real change comes from concrete steps. There are countless organisations that need a modest boost, and we can provide it together.
When we act as a united front, no one feels isolated in the fight for a better future." "Through my work with Common Goal, I have witnessed how collective action can empower communities and channel the passion of the game toward genuine social impact. World Football Giving Day builds on that same spirit, creating a moment where the whole football community can unite, not for wins on the pitch, but for the wellbeing of people off it. I am proud to support it," she added.
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 is woven into everyday life. "In both countries I saw how much football means to people," she said. The Sky Sports app promotes the event, encouraging users to get involved.
"Life can be tough," Pedersen noted. "Having a moment of joy and peace is vital, and football offers that in abundance. It improves health, teaches teamwork and provides a gathering point for communities." In Ghana, she helped launch a project that combined football training with workshops on sexual and reproductive health and rights.
Girls gathered after a session, listened to a speaker, and used the safe space to discuss topics that are often taboo. "It creates an environment where they can learn and ask questions about essential health matters," Pedersen explained.
While Pedersen is doing her part, she expressed frustration that the sport’s enormous financial power is still under‑utilised for societal change. "Football should definitely do more. We have no excuses," she argued.
"We hear about astronomical player wages and record‑breaking transfer fees. Why let those sums keep growing without allocating a portion to grassroots development, climate action, or children’s welfare?" She recalled the initiative she helped launch ahead of the 2023 World Cup, where a group of players funded the offsetting of their own travel emissions. "It wasn’t perfect, but it was a start.
The money was invested in green technology, showing that even small steps matter," she said. Staying optimistic in a world where progress can seem uneven is a challenge. Pedersen admits she follows the news closely and sometimes feels disheartened. "The CO₂ curve is still rising, even if the slope is flattening.
Experts say the green transition is inevitable, but it is taking longer than we need. Renewable energy may still be a few years away, yet people are already suffering from droughts, floods and loss of arable land. Those realities are easy to forget when we focus only on headlines." At Juventus, Pedersen organised team‑wide presentations to raise awareness of these issues and suggest concrete actions. She has done the same with the Danish national team, using every platform she can to highlight the climate crisis.
"Whenever I have the chance, I try to inform people about what’s happening," she said. She also recognises that overly aggressive messaging can backfire. "Sometimes people shut down if they feel lectured.
Even though I feel like screaming, I try to be pragmatic and find the most effective way to inspire small, lasting changes," she explained. World Football Giving Day is one of those pragmatic tools – a single day when the global football community can pool resources and attention for over a hundred vetted non‑profits. Sofie Junge Pedersen will be doing her part, and she urges others to follow suit. To join the effort, visit the World Football Giving Day website (www.worldfootballgivingday.org) and donate to any of the 100+ registered charities, or consider how you might contribute within your own neighbourhood or on a larger scale.
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