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, players and clubs to donate and get involved on May 26.
The campaign seeks to funnel funds to non‑profit organisations worldwide that are struggling after recent cuts to aid programmes. High‑profile supporters such as Jürgen Klopp, Juan Mata, Dani Olmo, Vivianne Miedema and, of course, Pedersen herself have lent their names to the cause.
"Football possesses a unique capacity to bring people together," Pedersen told Sky Sports. "It is the most popular sport on the planet, so it naturally has that unifying power. With such a massive audience, the game also bears a responsibility to do more – to use its platform to improve the world around us." Mary Connor, chief executive of the Common Goal charity, also spoke to Sky Sports about the launch of this fresh venture.
Pedersen, a committed member of Common Goal – an initiative where football figures pledge one per cent of their salaries to charitable projects – was always destined to be at the forefront of this new mission. "Talk can sometimes feel hollow," she explained. "It’s easy to string together slogans about eradicating poverty or ensuring every child receives an education. But those words only matter when they are backed by concrete action." She continued, "Many organisations are operating on razor‑thin margins and need just a little boost.
When we all chip in, we send a clear message: you are not alone. We are many, and together we can make a real difference." Reflecting on her experience with Common Goal, Pedersen said, "I have witnessed how collective effort can empower communities and channel the passion of the game into genuine social impact. World Football Giving Day builds on that same spirit, creating a moment where the entire football family can unite – not for trophies on the field, but for the wellbeing of people off it. I am proud to stand behind it." Now 34, Pedersen’s track record of charitable involvement is extensive.
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 is woven into daily life. "In both countries, the sport is a lifeline," she noted. The World Football Giving Day platform encourages supporters to donate to any of the 100+ registered charities, ranging from climate‑action groups to organisations tackling health, education and poverty. Pedersen believes that moments of joy and peace are essential, especially when life can be challenging.
"Football offers so many benefits to a community – it promotes health, teaches teamwork and provides a space where people can come together," she said. One of the projects she highlighted took place in Ghana, where football sessions were combined with workshops on sexual and reproductive health and rights. "A facilitator would speak directly to the girls, creating a safe environment where they could learn about crucial health topics," Pedersen explained.
This blend of sport and education illustrates how football can be a conduit for broader social messages. Despite her enthusiasm, Pedersen expressed frustration that the sport’s full financial might is not being fully harnessed for change.
"Football should definitely do more. We have no excuses," she argued.
She pointed out the astronomical salaries and transfer fees that dominate headlines, asking why such wealth cannot be partially redirected to grassroots initiatives, climate projects and youth programmes. "Why should the sums keep inflating when we could allocate a portion to help communities thrive?" She recalled the pioneering effort she helped launch ahead of the 2023 World Cup, where a coalition of players funded the offsetting of their travel emissions. "It wasn’t a perfect solution, but it was a start. The money was invested in green technology, showing that even small steps can lead to tangible environmental benefits," she said.
Staying optimistic in a world where progress can feel slow is a constant challenge for Pedersen. She admits to feeling the weight of global news, especially regarding climate change.
"The CO₂ curve is still rising, albeit flattening a little," she said. "Experts tell us the green transition is inevitable, but the timeline is worrying. Renewable energy may still be years away, while people are already suffering from droughts, floods and loss of arable land. Those realities are easy to forget." At Juventus, Pedersen organised presentations for the entire squad, outlining the climate crisis and suggesting actionable steps.
She has done the same with the Danish national team, using every opportunity to raise awareness. "Whenever I can, I try to inform my teammates about these issues," she said.
However, she also recognises that overly aggressive messaging can cause people to shut down. "Even when I feel like screaming, I try to stay pragmatic and find the most effective way to inspire small changes," she explained. World Football Giving Day represents one of those pragmatic pathways. By donating, sharing the message on social media, or organising local fundraisers, anyone can contribute.
Pedersen’s commitment underscores a broader belief that football’s influence should extend far beyond the pitch. If you wish to take part, visit the World Football Giving Day website (www.worldfootballgivingday.org) to select a charity from the extensive list or devise your own method of giving, whether locally or globally. By uniting fans, players and clubs, the day aims to generate a wave of generosity that mirrors the passion we feel for the beautiful game.
In addition to the charitable push, Sky Sports is running a Super 6 competition where participants can win a share of a £250,000 prize pool – a fun incentive to keep the football community engaged while supporting a worthy cause.