Youth sports can change lives, building confidence, resilience, and friendships among kids and teens. But for many girls, the experience is cut short: according to Dove research, 1 in 2 girls who quit sports have been criticized for their body type. To combat this, Dove, an official sponsor of the FIFA Women’s World Cup 2027™, has announced Back Her Game, a nationwide search to find a girls’ sports team where coaches and players keep joy and confidence at the center of the game. The campaign, announced via NOTICIAS NEWSWIRE, highlights a critical issue: while winning games is often the least important part of the experience, the pressure to conform to unrealistic body standards is driving girls away from sports.
Through Oct. 4, eligible adult coaches of girls’ teams with players ages 13-18 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 in the caption. The winning team will receive an all-expenses-paid trip to the FIFA Women’s World Cup 2027™ in Brazil. The initiative matters because it shifts the focus from victory to well-being, recognizing that the true value of sports lies in the life skills and self-esteem it builds. By celebrating teams that prioritize joy and confidence, Dove is challenging the win-at-all-costs culture that can leave young athletes feeling inadequate.
Creating an environment where young athletes feel seen and appreciated is its own reward. Dove and longtime partner Kylie Kelce offer three ways coaches can help their players feel like they belong. First, notice and celebrate small moments of progress. Success isn’t just defined by victories on the field, so those wins aren’t the only kinds that deserve to be celebrated. Pay attention to personal growth and progress each athlete shows, recognize them with specific praise, and consider starting small traditions to celebrate when players meet goals or exceed expectations.
Second, make room for body confidence. For young athletes to feel secure, supported, and comfortable on their teams, they need coaches dedicated to building spaces that encourage body confidence. That’s why Dove launched Body Confident Sport, a free, evidence-based program from the Dove Self-Esteem Project designed to give coaches the tools to build body confidence among girls ages 11-17 and help create more supportive sports environments. “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, mom of four and coach. “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. Although coaches play a vital role in shaping team culture, they can’t do it alone. Encourage help by recognizing the helpers. If you notice a girl who goes out of her way to help shy players feel included, one who is first in line to comfort an upset teammate, or anyone whose presence adds light and positivity to the group, it can be as simple as pulling her aside to let her know you see and appreciate her efforts. To learn more and help girls keep playing with confidence, visit Dove.com/bodyconfidentsport.
The implications extend beyond individual teams. By investing in coach education and celebrating inclusive team cultures, Dove is working to stem the dropout rate and ensure that more girls experience the lifelong benefits of sports. With the FIFA Women’s World Cup 2027™ on the horizon, the campaign leverages a global platform to spark a conversation about what it truly means to win: not just trophies, but the joy and confidence that come from feeling valued and belonging.
