Youth sports can transform lives, fostering confidence, resilience, and friendships among children and teens. As an official sponsor of the FIFA Women’s World Cup 2027™, Dove is underscoring that winning isn’t everything with the launch of Back Her Game, a nationwide search for a girls’ sports team where coaches and players prioritize joy and confidence. The initiative, announced via NOTICIAS NEWSWIRE, invites eligible adult coaches of girls’ teams with players ages 13-18 to enter through Oct. 4 by posting an Instagram or TikTok video showcasing how their team brings confidence and joy to the field, tagging @dove and using #KeepHerConfident and #Contest. The winning team will receive an all-expenses-paid trip to the FIFA Women’s World Cup 2027™ in Brazil.
This campaign matters because it addresses a critical drop-off in girls’ sports participation. According to Dove research, 1 in 2 girls who quit sports have been criticized for their body type. Such criticism can erode self-esteem and drive talented athletes away from the benefits of team sports. By celebrating coaches who create body-confident environments, Dove aims to reverse this trend. The company has also launched Body Confident Sport, a free, evidence-based program from the Dove Self-Esteem Project designed to equip coaches with tools to build body confidence among girls ages 11-17. These resources help coaches foster supportive spaces where girls feel secure and valued, which is essential for long-term participation.
Longtime Dove partner Kylie Kelce, a mom of four and coach, emphasized the stakes: “Sports can give girls so much – friendship, confidence, teamwork and memories that stay with them for life – but that only happens when they feel supported enough to keep playing. As a coach, I love that this campaign shines a light on girls’ sports teams that show up for each other to remind girls everywhere that they belong on the field exactly as they are.” Kelce’s involvement, along with practical tips from Dove, highlights three ways coaches can cultivate belonging: noticing and celebrating small moments of progress, making room for body confidence, and recognizing teammates who lift others up.
The implications extend beyond individual teams. By rewarding a team with a World Cup trip, Dove elevates a model of coaching that prioritizes holistic development over win-at-all-costs mentalities. This visibility can influence broader youth sports culture, encouraging more coaches to adopt inclusive practices. Moreover, the campaign aligns with Dove’s long-standing commitment to self-esteem, leveraging the global platform of the FIFA Women’s World Cup 2027™ to spark conversations about body image and belonging. As girls’ sports continue to grow, initiatives like Back Her Game can help ensure that more young athletes stay in the game, reaping the physical, mental, and social benefits of participation. For coaches seeking to make a difference, entering the contest is a chance to gain recognition for their efforts and inspire others. To learn more about building body confidence in sports, visit Dove.com/bodyconfidentsport.
