Youth sports can be transformative, fostering confidence, resilience, and friendships among young athletes. But according to new research from Dove, 1 in 2 girls who quit sports have been criticized for their body type, highlighting a critical barrier to participation. To address this, Dove, an official sponsor of the FIFA Women’s World Cup 2027™, has announced a nationwide search for a girls’ sports team where coaches and players keep joy and confidence at the center of the game.
The campaign, called Back Her Game, invites eligible adult coaches of girls’ teams with players ages 13-18 to enter through Oct. 4 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 contest not only rewards coaches but also elevates the importance of creating supportive environments that keep girls playing.
Dove and longtime partner Kylie Kelce, a mom of four and coach, offer three tips for coaches to help their players feel like they belong. 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 celebrate when players meet goals. Second, make room for body confidence. Dove’s Body Confident Sport program, a free, evidence-based initiative from the Dove Self-Esteem Project, provides coaches with tools 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,” 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 positive team culture by acknowledging players who include shy teammates, comfort those who are upset, or add light and positivity to the group. A simple acknowledgment can reinforce the value of teamwork and empathy.
To learn more about building body confidence in sports, visit Dove.com/bodyconfidentsport. The initiative underscores the role of coaches in shaping not just athletes but confident individuals. By celebrating teams that prioritize joy and inclusion, Dove aims to inspire a cultural shift in youth sports, where every girl feels she belongs on the field. The campaign also highlights the broader impact of sports on self-esteem and the importance of supportive coaching. With the contest, Dove hopes to amplify stories of teams that embody these values, ultimately encouraging more girls to stay in the game. As the world prepares for the FIFA Women’s World Cup 2027™, efforts like Back Her Game serve as a reminder that the true victory lies in fostering confidence and joy among young athletes. The source content also notes that NOTICIAS NEWSWIRE is a platform for such announcements, though no further details are provided.
