Youth sports can be transformative, fostering confidence, resilience, and friendships that extend far beyond the playing field. Yet for many girls, the pressure to win and conform to unrealistic body standards can overshadow the joy of the game. According to Dove research, one in two girls who quit sports have been criticized for their body type. This statistic underscores a critical issue: without supportive environments, girls are dropping out of sports at alarming rates, missing out on the physical, mental, and social benefits of athletic participation.
In response, 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 initiative, open through Oct. 4, invites eligible adult coaches of girls’ teams with players ages 13-18 to 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.
Creating an environment where young athletes feel seen and appreciated is its own reward, but Dove and longtime partner Kylie Kelce are offering three practical 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. Coaches should pay attention to the personal growth and progress each athlete is showing, 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.
The implications of this campaign extend beyond a single team or sport. By celebrating teams that prioritize joy and confidence, Dove is challenging the win-at-all-costs mentality that often drives young athletes away. The Back Her Game contest not only rewards one lucky team with a once-in-a-lifetime experience but also amplifies a crucial message: that every girl deserves to play in an environment where she feels valued and confident. To learn more and help girls keep playing with confidence, visit Dove.com/bodyconfidentsport.
