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 more ambitious effort aimed at mobilising the sport’s massive fan base for charitable giving.
World Football Giving Day is scheduled for May 26 and is intended to inspire individuals and clubs alike to donate to non‑profit organisations that have been hit hard by recent cuts to aid funding. The campaign enjoys 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.
"It is the world’s most popular sport, which gives it an unparalleled platform. With that reach comes a responsibility – we must use our influence to make the world a better place." Mary Connor, chief executive of Common Goal, also spoke to Sky Sports about the launch of the new initiative. As a member of Common Goal – a movement that asks football professionals to pledge one percent of their salaries to charitable causes – Pedersen was a natural choice to lead the charge. "Talk can sometimes feel hollow," she explained.
"It’s easy to utter slogans about eradicating poverty or guaranteeing education for every child. But real change comes from concrete action.
Many organisations are operating 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 we can make a difference." Through her work with Common Goal, Pedersen has witnessed first‑hand how collective effort can translate the passion of the game into tangible social impact.
"World Football Giving Day builds on that spirit, creating a single moment when the entire football community unites not for trophies on the pitch but for the wellbeing of people off it. I’m proud to stand behind it," she said. Now 34, Pedersen’s commitment to philanthropy stretches back years.
She has travelled to Zambia to see the outcomes of her fundraising trips and spent extensive periods in Ghana, where she observed how deeply football is woven into everyday life. "In both places, the sport is a source of joy, health, teamwork and community cohesion," she noted. The Sky Sports app promotes the event, reminding fans that life can be tough and that moments of joy and peace are vital. Football, she argues, offers exactly that – it improves health, teaches cooperation and provides a gathering point for diverse groups.
In Ghana, Pedersen helped launch a project that blended football sessions with workshops on sexual and reproductive health and rights. "We invited speakers to talk to the girls in a safe environment, turning the football field into a space where they could learn about crucial health issues," she explained. While Pedersen is doing her part, she laments that the sport’s enormous financial engine is not being fully leveraged for societal change. "Football should do more – there are no excuses.
We hear about astronomical salaries and transfer fees. Why should that money just keep growing?
A portion could be redirected to grassroots organisations, climate initiatives, and programmes for children and young people." She takes pride in the climate‑offsetting project she helped launch ahead of the 2023 World Cup, where a group of players funded investments in green technology to neutralise the carbon footprint of their travel. "It wasn’t perfect, but it was a start and it showed that money can be turned into environmental progress," she said.
Staying optimistic is a challenge in a world where headlines often highlight setbacks. "I follow the news and sometimes it makes me sad," Pedersen admitted. "CO₂ emissions are still rising, even if the curve is flattening a little. Experts say the green transition is inevitable, but it’s taking longer than we need.
Renewable energy may still be a future promise, yet people are already suffering from droughts, floods and loss of farmland caused by climate change." At Juventus, Pedersen organised squad‑wide presentations outlining the climate crisis and suggesting practical steps the club could take. She has repeated similar sessions with the Danish national team, using every platform she can to raise awareness. "Whenever I get the chance, I talk about this crisis," she said, adding that she is mindful of not alienating people. "Some shut down when they feel lectured.
Even when I feel like shouting, I try to stay pragmatic and find the most effective way to nudge people toward small changes." World Football Giving Day is one of those pragmatic avenues. By donating on May 26, supporters can contribute to any of the more than 100 registered charities or devise their own ways to give back locally or globally.
Pedersen will be among those encouraging fans to act. To participate, visit the World Football Giving Day website (www.worldfootballgivingday.org) and choose a cause that resonates with you. Whether you contribute financially, volunteer your time, or raise awareness in your community, every effort adds up.
And for a bit of fun, Sky Sports reminds readers to try the Super 6 competition for a chance to win £250,000 – entry is free.