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 the sport’s massive fanbase for charitable purposes. World Football Giving Day is scheduled for May 26 and is designed to inspire individuals, clubs and sponsors to donate to non‑profit organisations that have been hit hard by recent cuts to aid funding. 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 unique ability to bring people together," Pedersen told Sky Sports. "Because it is the world’s most popular sport, it carries a huge responsibility. With so many followers, we have to do more than just entertain – we have to use our platform to make the world a better place." Mary Connor, chief executive of Common Goal, also discussed the launch with Sky Sports, highlighting how the new initiative fits into a broader vision of collective impact.
Pedersen is not just a spokesperson; she is a practitioner who backs up her words with action. As a member of Common Goal – a movement that asks football professionals to pledge one per cent of their salaries to charitable causes – she was a natural fit to lead this latest mission.
"Talk can be cheap," she explained. "It’s easy to utter slogans about eradicating poverty or ensuring every child receives an education.
But real change comes when we translate those statements into concrete deeds." She went on to stress that many organisations operate on razor‑thin margins and need even modest support. "When we act together, we send a message that nobody is fighting alone. The strength lies in numbers, and this campaign shows that we are many, not a handful of isolated voices." Through her involvement with Common Goal, Pedersen has witnessed firsthand how coordinated effort can empower communities and direct the passion of the game toward tangible social outcomes. "World Football Giving Day builds on that spirit, creating a moment where the entire football family 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 has a long track record of charitable work. She has travelled to Zambia to see the impact of her fundraising projects and spent extensive periods in Ghana, observing how deeply football is woven into daily life.
"In both countries I saw how football can be a catalyst for hope and community cohesion," she recalled. The Sky Sports app offers a convenient way for fans to get involved, and the World Football Giving Day website lists over a hundred vetted charities ready to receive donations.
Pedersen emphasised that football can provide more than just entertainment; it can foster health, teamwork and a sense of belonging. "Life can be tough, and moments of joy and peace are essential. Football offers those moments and can also teach valuable life skills," she noted. She highlighted a specific project in Ghana that merged football training with workshops on sexual and reproductive health and rights.
"We invited experts to speak with the girls, creating a safe space where they could learn about crucial health topics while playing the sport they love," she explained. While Pedersen is doing her part, she expressed frustration that the sport’s full financial power is not being fully leveraged for societal change. "Football should definitely do more. We have no excuses," she argued.
"We hear about astronomical player salaries and transfer fees. Why should that money continue to balloon without a portion being redirected to grassroots development, climate action, or youth support?" She recalled the 2023 World Cup initiative where a coalition of players financed the offsetting of their travel emissions, investing the proceeds in green‑technology projects. "It wasn’t perfect, but it was a start and showed that the game can fund environmental solutions," 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. CO₂ emissions are still rising, even if the curve is flattening a bit. Experts say the green transition is inevitable, but it’s taking longer than we need," she admitted.
Pedersen worries that the urgency of climate impacts – droughts, floods, loss of arable land – is being overlooked. At Juventus, she organised squad‑wide briefings on these issues, and she has done the same with the Danish national team. "Whenever I have a platform, I try to raise awareness about the crisis," she said.
She also recognises that overly aggressive messaging can cause people to shut down. "Even though I sometimes feel like shouting, I try to be pragmatic and find the most effective way to inspire small, lasting changes," she explained. World Football Giving Day represents one such pragmatic avenue. By donating to any of the 100+ registered charities on the website or by organising local fundraising efforts, fans can contribute to a global movement that aligns with the sport’s values of solidarity and teamwork.
Sofie Junge Pedersen will continue to lead by example, using her voice and her paycheck to push the football community toward a more equitable and sustainable future. If you wish to take part, visit www.worldfootballgivingday.org to select a cause, make a donation, or simply spread the word in your own community. Additionally, fans can enter the Super 6 competition for a chance to win a £250,000 prize, with entry available for free.