Youth sports can be transformative, 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. This statistic underscores a critical issue—without supportive environments, girls are dropping out at alarming rates. In response, Dove, as an official sponsor of the FIFA Women's World Cup 2027™, has launched Back Her Game, a nationwide search to find a girls' sports team where coaches and players prioritize joy and confidence. The campaign matters because it not only rewards one team but also promotes a culture shift in youth sports.
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. This initiative is significant because it elevates the teams that embody the values that keep girls playing, rather than focusing solely on winning.
Dove and longtime partner Kylie Kelce offer three tips for coaches to help players feel they belong. First, notice and celebrate small moments of progress. Success isn't just about victories; personal growth deserves recognition. Specific praise and small traditions can reinforce effort and improvement. Second, make room for body confidence. Coaches need to build spaces that encourage body confidence, as criticism about body type is a leading reason girls quit. To support this, Dove launched Body Confident Sport, a free, evidence-based program from the Dove Self-Esteem Project designed to give coaches tools to build body confidence among girls ages 11-17. Third, recognize the teammates who lift others up. Coaches can encourage inclusivity by acknowledging players who support shy teammates or comfort upset peers.
Kelce, a mom of four and coach, emphasized the campaign's importance: "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."
The implications of this announcement extend beyond the contest. By partnering with the FIFA Women's World Cup 2027™ and leveraging Kelce's platform, Dove is addressing a systemic issue in youth sports: the dropout rate among girls. The campaign not only provides resources for coaches but also sparks a national conversation about the importance of body confidence and joy in athletic participation. For more information and to access tools to help girls keep playing with confidence, visit Dove.com/bodyconfidentsport. This initiative matters because it directly tackles the reasons girls leave sports, aiming to create a more inclusive and supportive environment where all girls can thrive.
