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. Now, as the men’s tournament approaches, she is lending her voice to World Football Giving Day – a fresh initiative that aims to amplify that momentum even further. World Football Giving Day is scheduled for May 26 and is intended to inspire fans, clubs and players alike to donate to charities that have been hit hard by recent cuts to public aid. 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. "It is the most popular sport on the planet, which gives it extraordinary influence. With that influence comes a responsibility – we have millions of followers, so we must do more to improve the world around us." Mary Connor, chief executive of the Common Goal charity, also discussed the launch with Sky Sports, highlighting how the platform seeks to turn goodwill into concrete support for vulnerable communities. Pedersen is not merely a talker; she backs her convictions 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 choice to front this newest mission. "Words can sometimes feel hollow," she explained. "It’s easy to utter slogans about ending poverty or guaranteeing education for every child, but without tangible steps those statements remain empty.
This campaign provides a real avenue to turn those aspirations into measurable outcomes." She continued, "Many organisations are operating on shoestring budgets and could benefit from even modest assistance. By contributing, we signal that nobody is fighting alone – we are a collective, and together we can make a difference." Through her involvement with Common Goal, Pedersen has witnessed first‑hand how coordinated effort can galvanise communities and channel the passion of the sport toward lasting social impact.
"World Football Giving Day builds on that same spirit, creating a moment when the entire football family can unite not for trophies on the field, but for the wellbeing of people off it. I’m proud to stand behind it," she said.
Now 34, Pedersen’s charitable résumé is already extensive. She has travelled to Zambia to see the results of her fundraising drives and spent considerable time in Ghana, where she observed how deeply football resonates with local populations. "Life can be tough," she noted. "Having moments of joy and peace is essential, and football offers exactly that.
It promotes health, teaches teamwork and provides a common ground for communities to gather." In Ghana, Pedersen helped launch a project that combined football sessions with workshops on sexual and reproductive health and rights. "We invited experts to talk to the girls in a safe space created by the sport. It allowed them to learn about critical health topics while feeling comfortable and supported," she explained. 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. "We hear about astronomical player salaries and transfer fees – why should those sums keep growing without any portion being redirected to grassroots development, climate action or youth programmes?" She recalled the initiative she helped launch ahead of the 2023 Women’s World Cup, where a group of players financed the offsetting of their own travel emissions. "It wasn’t perfect, but it was a start.
The money was invested in green‑technology projects, which is a tangible step toward sustainability," Pedersen 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 little.
Experts tell us the green transition is inevitable, but the timeline is worrying." She voiced concern that many people are already suffering from climate‑related disasters – droughts, floods and loss of arable land – and that these urgent needs are often forgotten in the broader discourse. At Juventus, Pedersen arranged team‑wide presentations to highlight these issues and suggest actionable steps.
She has done the same with the Danish national squad, using every platform available to raise awareness. "Whenever I get the chance, I try to inform my teammates about the crisis," she said.
She also recognises that overly aggressive advocacy can backfire. "Some people shut down if they feel lectured. Even though I sometimes feel like screaming that this situation is unacceptable, I try to stay pragmatic and find the most effective ways to inspire small, lasting changes." World Football Giving Day represents one of those pathways.
By donating on May 26, supporters can choose from over a hundred vetted non‑profits or create their own local initiatives. Pedersen encourages everyone to get involved, whether through monetary contributions, volunteering or simply spreading the word. To join the effort, visit the World Football Giving Day website (www.worldfootballgivingday.org) and select a cause that resonates with you. Every contribution, big or small, adds to a growing wave of football‑driven philanthropy.
And for a bit of fun, Sky Sports also invites fans to play the Super 6 competition for a chance to win £250,000 – entry is free, and the proceeds support the charitable mission as well.