On the night before the 2023 Women’s World Cup kicked off, Danish midfielder Sofie Junge Pedersen spearheaded what became the largest climate‑action movement ever organised by football players. Fast‑forward to the upcoming men’s tournament, and she is now championing World Football Giving Day, a new campaign 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 individuals to donate to a roster of more than one hundred non‑profit organisations that have been hit hard by recent cuts to aid funding. The drive 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 singular ability to bring people together," Pedersen told Sky Sports.
"Because it is the world’s most popular sport, it carries an extraordinary responsibility. With the massive global following we have, we must use that platform to make a tangible difference and improve the world around us." Mary Connor, chief executive of the Common Goal initiative, also discussed the launch with Sky Sports, highlighting how the project fits within a broader vision of football‑led philanthropy.
Pedersen is not merely a spokesperson; she backs her words with action. As a member of Common Goal – a collective in which football professionals pledge one per cent of their salaries to charitable causes – she was a natural choice to front this newest mission. "Talk can be hollow if it isn’t matched by deeds," she explained. "It’s easy to utter slogans about eradicating poverty or guaranteeing education for every child, but those statements mean nothing unless we translate them into concrete steps." She continued, "There are countless organisations that need just a bit of support.
By contributing, we signal that no one is fighting alone – we are many, and together we can lift each other up." Reflecting on her experience with Common Goal, Pedersen said, "I have witnessed how collective effort can empower communities and channel the passion we feel for the game into real‑world impact. World Football Giving Day builds on that spirit, creating a single moment when the entire football family can rally not for trophies, but for the wellbeing of people beyond the pitch. I’m proud to stand behind it." Now 34, Pedersen’s commitment to charitable work stretches back years.
She has travelled to Zambia to see first‑hand the results of her fundraising initiatives and has spent extensive periods in Ghana, where she observed how deeply football is woven into everyday life. "In both countries, the sport is a lifeline," she noted. "Life can be extremely tough, and having moments of joy and peace is vital.
Football offers that – it promotes health, teaches teamwork and provides a gathering point for communities," she added. In Ghana, Pedersen helped launch a project that combined football training with workshops on sexual and reproductive health and rights.
Young women gathered after drills to listen to experts discuss crucial health topics, turning the playing field into a safe space for education and dialogue. While Pedersen is doing her part, she expressed frustration that the enormous financial resources of the global game are not being fully mobilised for social change.
"Football should be doing a lot more. There are no excuses," she asserted. "We hear about astronomical player salaries and record‑breaking transfer fees. Why should those sums continue to balloon without a portion being redirected to grassroots development, climate action, or supporting vulnerable children?" She recalled the initiative she helped launch ahead of the 2023 Women’s World Cup, where a group of players collectively offset the carbon footprint of their travel.
"It wasn’t a perfect solution, but it was a start. The money we raised was invested in green technology, showing that even small steps can lead to meaningful progress." Maintaining optimism is a constant challenge, especially when global headlines are dominated by climate setbacks and humanitarian crises.
"I do 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 will happen, but the timeline feels too slow for the people already suffering from droughts, floods and lost farmland." At Juventus, Pedersen arranged squad‑wide presentations outlining these issues and suggesting practical ways players could help. She has done the same with the Danish national team, using every opportunity to raise awareness.
"Whenever I can, I talk about the crisis," she said. She also recognises that too much moralising can cause people to shut down. "There are moments when I feel like screaming because the situation is unacceptable, but I try to stay pragmatic and find the most effective ways to inspire small, lasting changes." World Football Giving Day represents one of those practical avenues. By donating, volunteering or simply spreading the word, fans can contribute to a global network of aid organisations that are struggling to survive.
If you want to get involved, visit the World Football Giving Day website (www.worldfootballgivingday.org) where you can select from over a hundred vetted charities or devise your own method of giving, whether locally or internationally. Finally, for a bit of fun, Sky Sports is running a Super 6 competition where participants can win a share of a £250,000 prize pool – entry is free and offers another way to engage with the football community while supporting good causes.