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 upcoming men’s tournament, and she is now championing World Football Giving Day, an even broader initiative aimed at mobilising fans and football personalities to support charitable causes. World Football Giving Day is scheduled for 26 May and is intended to inspire people worldwide to donate to non‑profit organisations that have been hit hard by recent cuts to aid funding.
High‑profile figures such as Jürgen Klopp, Juan Mata, Dani Olmo, Vivianne Miedema and, of course, Pedersen herself have lent their names to the campaign, underscoring the belief that the sport’s massive reach can be harnessed for good. "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 such a massive following, we have to do more than just entertain – we have to help make the world a better place." Mary Connor, chief executive of the Common Goal movement, also discussed the launch with Sky Sports, highlighting how the new effort dovetails with the charity’s long‑standing mission.
Pedersen, a committed member of Common Goal – an initiative where football professionals pledge 1 % of their salaries to charitable projects – was a natural fit for this latest push. "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 actions. Many organisations are under‑resourced and need a modest boost.
When we all contribute, we send a message that nobody is fighting alone – we are many, and together we can make a difference." Through her involvement with Common Goal, Pedersen has witnessed first‑hand how collective effort can turn the passion of the beautiful game into tangible social impact. "World Football Giving Day builds on that same spirit. It creates a moment when the entire football community can unite, 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 track record of philanthropy stretches back years. She has travelled to Zambia to see the outcomes of her fundraising drives and spent considerable time in Ghana, where she observed how deeply football is woven into everyday life. "In both countries, I saw how football can be a source of joy, health, teamwork and community cohesion," she recalled.
The Sky Sports app promotes the campaign, noting that life can be tough and that moments of joy and peace are essential. Pedersen highlighted a project in Ghana that combined football sessions with workshops on sexual and reproductive health and rights. "When a facilitator visits the girls during training, it creates a safe space for them to discuss vital health topics," she explained. While Pedersen is doing her part, she expressed frustration that the sport’s full financial might is not being fully deployed for social change.
"Football should definitely do more. We have no excuses," she argued. "We hear about astronomical player salaries and record‑breaking transfer fees.
Why should those sums just keep inflating? Why not allocate a portion to grassroots development, climate initiatives, and programmes that help children and young people?" She took pride in the environmental actions taken ahead of the 2023 World Cup, where a group of players financed the offsetting of their travel emissions by investing in green technology. "It wasn’t perfect, but it was a start," she said. Staying optimistic is a constant challenge, especially when global headlines are often bleak.
"I follow the news and sometimes it makes me sad," Pedersen admitted. "CO₂ emissions are still rising, even if the curve is flattening a bit. Experts say the green transition will happen, but it’s taking longer than we need.
Renewable energy may be on the horizon, but people are already suffering from droughts, floods and loss of arable land caused by climate change. Those realities are easy to forget." At Juventus, Pedersen organised team‑wide briefings to explain these issues and suggest practical steps players could take. She has done the same with the Danish national team, using every opportunity to raise awareness.
"When I get the chance, I talk about the crisis," she said. "But I also know that if I wag my finger too much, some people shut down. Even though I sometimes feel like screaming, 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 avenues. Pedersen encourages anyone who wants to help to visit the official website (www.worldfootballgivingday.org) and contribute to any of the more than 100 registered charities, or to devise their own method of giving back locally or globally.
In addition to the charitable push, Sky Sports is running a Super 6 competition with a £250,000 prize pool, giving fans another reason to engage with the sport while supporting a cause. Pedersen’s involvement illustrates how a single player can leverage fame, passion and personal conviction to spark a ripple effect that reaches far beyond the stadium walls.