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. Fast‑forward to the build‑up for the men’s tournament, and she is now championing World Football Giving Day, an even more ambitious push for change. World Football Giving Day is a global fundraising drive scheduled for 26 May.
Its purpose is to rally fans, clubs and individuals to donate to non‑profit organisations that have been hit hard by recent cuts to aid programmes. The campaign enjoys high‑profile backing from the likes of 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 also carries a responsibility.
With the massive following we have, we must do more to improve the world beyond the pitch." Mary Connor, chief executive of the charitable network Common Goal, also discussed the launch with Sky Sports, highlighting how the initiative fits into a broader vision of collective responsibility. Pedersen is not just a talker; she backs her words with action.
As a member of Common Goal – a movement where football professionals pledge one per cent of their salaries to charitable causes – she was a natural fit to front this new mission. "Words can feel hollow if they are not backed by deeds," she explained. "It’s easy to utter slogans about eradicating poverty or guaranteeing education for every child.
But real impact comes from concrete steps that translate those aspirations into results." "Many organisations operate on razor‑thin margins and need even modest support. When we act together, we send a message that no one is fighting alone – we are many, and our combined effort can move mountains." Reflecting on her experience with Common Goal, Pedersen said, "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 spirit, creating a moment where the entire football family unites not for trophies, but for the wellbeing of people off the field. I am proud to stand behind it." Now 34, Pedersen has a long track record of charitable involvement.
She has travelled to Zambia to see first‑hand the results of her fundraising trips and has spent extensive periods in Ghana, where she observed how deeply football is woven into everyday life. "Life can be harsh, and moments of joy and peace become essential.
Football offers so many benefits to a community – it promotes health, teaches teamwork, and provides a gathering point for people to connect," she said. In Ghana, Pedersen helped launch a project that blended football training with workshops on sexual and reproductive health and rights.
"We invited specialists to speak with the girls in a safe space, using the sport as a bridge to discuss critical health topics. It creates an environment where they feel comfortable learning and asking questions," she added. While Pedersen is doing her part, she laments 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 asserted.
She pointed out the disparity between astronomical player salaries, multimillion‑dollar transfer fees and the modest sums allocated to grassroots initiatives. "Why should those figures keep rising without a portion being redirected to climate projects, youth development or community organisations?" Pedersen recalls the environmental pledge made ahead of the 2023 World Cup, where a coalition of players financed carbon‑offset schemes for their travel. "It was a start – we invested the money in green technology. It wasn’t perfect, but it demonstrated that football can fund sustainable solutions." Staying optimistic in a world where progress can feel slow is a challenge she acknowledges.
"I follow the news closely and sometimes feel disheartened by global developments," she admitted. "CO2 emissions are still climbing, even if the curve is flattening a bit. Experts tell us the green transition is inevitable, yet the timeline feels too long for those already suffering from droughts, floods and loss of arable land." At Juventus, Pedersen organised squad‑wide presentations to raise awareness of these issues and to outline actionable steps. She has done the same with the Danish national team, using every platform to spread the message.
"Whenever I get the chance, I talk about the climate crisis," she said. She also recognises that people can become defensive when confronted too aggressively. "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 in behaviour." World Football Giving Day represents one of those practical avenues.
By donating on 26 May, supporters can direct funds to any of the 100+ registered charities or even create their own local initiatives. Pedersen’s involvement underscores a broader belief that football’s influence extends far beyond stadiums. She urges fans, clubs and fellow players to seize the moment, contribute what they can, and remember that collective generosity can reshape lives.
To get involved, visit the World Football Giving Day website (www.worldfootballgivingday.org) and choose a cause that resonates with you, whether it is a local food bank, an environmental project, or a youth education programme. Every contribution, no matter the size, adds to a growing wave of goodwill that mirrors the global reach of the beautiful game.
And for a bit of extra excitement, fans can also enter the Super 6 competition for a chance to win £250,000 – all while supporting a cause that matters.