Launched in 2017 as an athlete-led movement by Juan Mata together with Common Goal, the 1% is a giving mechanism that links football’s success with community impact — inviting players, clubs, brands and stakeholders across the game to pledge 1% of their earnings or influence in support of community-driven initiatives worldwide. 

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What began with individual athlete leadership has grown into a global movement connecting players, coaches, clubs, brands and media platforms around a shared purpose. More than 500 individuals and stakeholders have taken the pledge. Today, the movement brings together athletes like Juan Mata, Naomi Girma, Vivienne Miedema, Serge Gnabry and Dani Olmo; coaches such as Jürgen Klopp and Kasper Hjulmand; clubs including Werder Bremen and Oakland Roots; and partners like adidas, FOX Sports and DAZN. 

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From World Cup storytelling and cultural activations to collective initiatives advancing gender equity, mental health and inclusion, the 1% continues to demonstrate what collective action looks like in practice — and how leadership from within the game can help advance our common goal: an even playing field for all.