Youth sports can change lives, building confidence, resilience, and friendships among kids and teens. However, for many girls, the experience is cut short: research from Dove reveals that 1 in 2 girls who quit sports have been criticized for their body type. As an official sponsor of the FIFA Women's World Cup 2027, Dove is taking action with the launch of Back Her Game, a nationwide search for a girls' sports team where coaches and players prioritize joy and confidence. The winning team will receive an all-expenses-paid trip to the FIFA Women's World Cup 2027 in Brazil.
The campaign, announced via NOTICIAS NEWSWIRE, is open to eligible adult coaches of girls' teams with players ages 13-18. Through Oct. 4, coaches can enter 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. This initiative matters because it directly addresses the alarming dropout rate among adolescent girls in sports, a problem with long-term implications for physical health, self-esteem, and leadership development.
Dove and longtime partner Kylie Kelce offer three strategies for coaches to cultivate belonging. First, notice and celebrate small moments of progress. Success isn't just about victories; recognizing personal growth with specific praise and small traditions can reinforce effort. Second, make room for body confidence. Dove's Body Confident Sport program, a free, evidence-based resource from the Dove Self-Esteem Project, equips coaches to build body confidence among girls ages 11-17. "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," said Kelce. "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."
Third, recognize the teammates who lift others up. Coaches can encourage a supportive culture by acknowledging players who include shy teammates or comfort those who are upset. These actions, though small, can transform a team's environment and help girls stay engaged.
The implications extend beyond individual teams. By promoting body confidence and joy, Dove's campaign aims to create a ripple effect, keeping more girls in sports and fostering a generation of confident women. The Back Her Game contest not only rewards one team but also elevates the conversation about what truly makes sports valuable for young athletes.
To learn more and help girls keep playing with confidence, visit Dove.com/bodyconfidentsport.
