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. As the men’s tournament approaches, she is now championing World Football Giving Day, an even more ambitious initiative aimed at mobilising fans and players alike.
World Football Giving Day is scheduled for May 26 and is intended to inspire individuals to donate and get involved in order to support non‑profit organisations worldwide that have been hit hard by recent cuts to aid funding. The campaign enjoys high‑profile backing from football legends such as 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 most popular sport on the planet, it carries a huge responsibility.
With so many followers, we must use that influence to make the world a better place." Mary Connor, chief executive of Common Goal, also discussed the launch of the new scheme with Sky Sports. Pedersen, a Denmark international and a committed activist, has always walked the talk.
As a member of Common Goal – the programme that asks football figures to pledge one percent of their salaries to charitable causes – she was a natural choice to lead this latest mission. "Words can sometimes feel hollow," she explained. "It’s easy to make statements about eradicating poverty or guaranteeing education for every child, but those words need to be backed by concrete action. Many organisations are struggling and need a modest boost.
When we all contribute, we send a message that no one is fighting alone – we are many, and together we can make a difference." Through her involvement with Common Goal, Pedersen has witnessed how collective effort can empower communities and channel the passion of the sport toward tangible social impact. "World Football Giving Day builds on that spirit, creating a moment when the entire football family can unite, not for victories on the pitch, but for the wellbeing of people off it.
I’m proud to stand behind it," she said. Now 34, Pedersen’s record of charitable work stretches back years.
She has travelled to Zambia to see the results of her fundraising drives and spent extensive periods in Ghana, where she observed first‑hand how deeply football resonates with local populations. "Life can be tough," she noted. "Having a moment of joy and peace is essential, and football offers that in abundance. It promotes health, teaches teamwork, and provides a platform for communities to come together." 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 gateway to discuss vital health topics," she said. While Pedersen is doing her part, she laments that the sport’s massive financial engine is not being fully harnessed for social good. "Football should definitely do more.
There are no excuses," she argued. "We hear about astronomical salaries and transfer fees. Why should those sums keep growing without being redirected to grassroots programmes, climate action, or youth development?" One of her proudest achievements from the 2023 World Cup was organising a group of players to offset the environmental impact of their own travel.
"It wasn’t a perfect solution, but it was a start. The money raised was invested in green technology, which helped reduce emissions," she recalled.
Staying optimistic is a challenge in a world where progress can feel uneven. "I follow the news closely and sometimes feel disheartened by global developments," Pedersen admitted. "CO₂ emissions are still rising, even if the curve is flattening a little.
Experts say the green transition is inevitable, but the timeline is worrying. Renewable energy may be on the horizon, yet people are already suffering from droughts, floods, and loss of arable land caused by climate change." At Juventus, Pedersen arranged presentations for the entire squad, outlining the climate crisis and suggesting concrete steps they could take.
She has done the same with the Danish national team, using every opportunity to raise awareness. "Sometimes people shut down if they feel lectured. Even though I feel like screaming that this situation is unacceptable, I try to stay pragmatic and find the most effective way to inspire small but meaningful changes," she explained. World Football Giving Day offers exactly that – a simple, focused avenue for fans, players, and clubs to contribute.
By visiting the official website (www.worldfootballgivingday.org), anyone can donate to one of more than a hundred registered charities or devise their own method of giving back, whether locally or globally. Pedersen’s commitment underscores a broader truth: the sport’s influence extends far beyond the stadium. When the football community rallies around a cause, the ripple effects can reach the most vulnerable corners of the world.
As she continues to champion these initiatives, Pedersen hopes her voice will encourage others to act, proving that the beautiful game can indeed be a force for lasting, positive change.