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 men’s tournament, and 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 May 26 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 backing of high‑profile figures such as Jürgen Klopp, Juan Mata, Dani Olmo, Vivianne Miedema and, of course, Pedersen herself. "Football possesses a singular ability to bring people together," Pedersen told Sky Sports. "Because it is the world’s most popular sport, it carries a unique responsibility.
With the massive global following we have, we must do more than just entertain – we have to help make the world a better place." Mary Connor, chief executive of the Common Goal charity, also spoke to Sky Sports about the launch of the new effort. Pedersen, a committed member of Common Goal – the programme that asks football professionals to pledge one per cent of their salaries to charitable causes – was a natural choice to front this latest mission.
"Words can feel hollow if they aren’t backed by action," she explained. "It’s easy to utter slogans about eradicating poverty or guaranteeing education for every child, but those statements only matter when they translate into concrete steps." She continued, "Many organisations are operating on razor‑thin margins and need a little boost. When we all chip in, we send a powerful message that nobody is fighting alone – we are a collective force." Through her involvement with Common Goal, Pedersen has witnessed first‑hand how coordinated effort can turn the passion of football into tangible social impact.
"World Football Giving Day builds on that spirit, creating a single moment where the entire football community can rally not for trophies, but for the wellbeing of people beyond the pitch. I’m proud to lend my voice to it," she said.
Now 34, Pedersen’s charitable résumé stretches back years. She has travelled to Zambia to see the outcomes of her fundraising drives and spent extensive periods in Ghana, where she observed how deeply football is woven into everyday life. "In both countries I saw how the game can be a catalyst for hope and community cohesion," she recalled. The Sky Sports app promotes the day, highlighting that life can be harsh and that moments of joy and peace are essential.
Football, she argues, provides exactly that – it improves health, teaches teamwork and offers a platform for people to come together. In Ghana, Pedersen helped launch a project that combined football training with workshops on sexual and reproductive health and rights.
"We invited specialists to speak with the girls in a safe environment. The sport created a space where they felt comfortable learning about these vital topics," she explained. While Pedersen is doing her part, she is frustrated that the sport’s enormous financial resources are not being fully leveraged for social good.
"Football should definitely do more. We have no excuse to sit on the sidelines," she asserted.
She pointed out the staggering salaries and transfer fees that dominate headlines. "Why should those sums keep inflating without a portion being redirected to grassroots clubs, climate initiatives, or programmes for children and young people?" Pedersen also highlighted the environmental steps taken ahead of the 2023 World Cup, when a coalition of players financed the offsetting of their travel emissions. "It wasn’t a perfect solution, but it was a start – the money was invested in green technology, which is a tangible contribution to the planet," she said.
Staying optimistic in a world where progress can feel slow is a challenge she acknowledges. "I keep up with the news, and sometimes it’s disheartening. The CO₂ curve is still rising, even if the rate of increase is slowing. Experts tell us the green transition is inevitable, but the timeline feels too long for those already suffering from droughts, floods and loss of arable land." At Juventus, Pedersen organised club‑wide briefings to raise awareness of these issues and to suggest practical ways players could help.
She has done the same with the Danish national team, using every opportunity to educate teammates about the climate crisis. "Some people shut down when they feel lectured. Even though I sometimes feel like screaming because the situation is unacceptable, I try to stay pragmatic and find the most effective way to inspire small changes," she admitted.
World Football Giving Day offers exactly that kind of incremental, collective action. By donating to any of the more than 100 registered charities on the website, or by creating a personal initiative in one’s own community, fans can contribute to a global wave of goodwill.
Sofie Junge Pedersen will be doing her part, and she encourages everyone else to join in. To get involved, visit the World Football Giving Day site at www.worldfootballgivingday.org, choose a cause that resonates with you, and make a contribution. Whether you give a few pounds or organise a local fundraiser, every effort adds up. And for a bit of fun, Sky Sports is also running a Super 6 competition where participants can win a share of £250,000 – entry is free, so why not try your luck while supporting a good cause?