Youth sports can transform lives, building confidence, resilience, and friendships. But for many girls, the pressure to look a certain way can overshadow the joy of play. According to Dove research, one in two girls who quit sports have been criticized for their body type. That statistic drives Dove's latest initiative, Back Her Game, a nationwide search for a girls' sports team where coaches and players prioritize joy and confidence over wins. As an official sponsor of the FIFA Women's World Cup 2027, Dove is using its platform to highlight the coaches who create supportive environments. Through October 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. 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, aims to celebrate the coaches who make sports a positive experience for young girls.
Central to this effort is the understanding that coaches can be pivotal in helping athletes feel they belong. Dove and longtime partner Kylie Kelce, a coach and mother of four, offer three key strategies. First, notice and celebrate small moments of progress. Success isn't just about victories on the field; personal growth and effort deserve recognition. Coaches can use specific praise and small traditions to mark milestones. Second, make room for body confidence. With half of girls who quit sports citing body criticism, coaches need tools to build supportive spaces. Dove's Body Confident Sport program, a free, evidence-based resource from the Dove Self-Esteem Project, equips coaches to foster 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," Kelce said. "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 culture of support by acknowledging players who include others or comfort teammates. These actions build a team environment where every girl feels valued.
The implications of this campaign extend beyond a single contest. By spotlighting coaches who cultivate joy and confidence, Dove is addressing the root causes of why girls drop out of sports. The Body Confident Sport program provides tangible resources for coaches to create lasting change. For those interested in learning more, visit Dove.com/bodyconfidentsport. As the campaign gains momentum, it serves as a reminder that the most important victories often happen off the scoreboard, in the confidence and resilience girls carry with them for life.
