Dove announced Back Her Game, a nationwide search to find one girls’ sports team winning in joy and confidence and bring them to Brazil to attend the FIFA Women’s World Cup 2027™. Dove is looking for teams that are creating supportive environments where girls can build confidence, feel like they belong and, most importantly, find joy in playing the sports they love.
Together, Dove, Kylie Kelce and soccer legends like Mia Hamm and Alyssa Thompson hope to #KeepHerConfident by showing one team firsthand what they can achieve by staying in the game. The winning team will be awarded a once-in-a-lifetime trip to Brazil for the FIFA Women’s World Cup 2027™.
How to Enter
From September 23 through October 4, 2026, eligible adult head or assistant coaches of current girls’ sports teams comprised of players between the ages of 13 and 18 in the 50 United States and Washington, DC can enter.
Coaches can post a public in-feed video on Instagram or TikTok sharing how their team brings confidence to the field, tagging @dove and using #KeepHerConfident and #Contest in the caption. Dove will select the team whose coach’s submission most authentically showcases the joy and confidence they bring to their sport.
What the Winning Team Receives
The winning team will receive a trip to Brazil for the FIFA Women’s World Cup 2027™, including hotel accommodations and a check to use toward airfare, as well as new team kits. The team will also participate in a Dove Body Confident Sport session with a Dove Self-Esteem Project educator to empower them to celebrate what their bodies can do.
Why Dove Is Working to Keep Girls in Sports
The campaign builds on Dove’s broader commitment to help keep girls confident and in the game, after Dove research found 1 in 2 girls who quit sports have been criticized for their body type. Dove Body Confident Sport is a free, evidence-based program from the Dove Self-Esteem Project designed to give coaches tools to build body confidence among girls ages 11 to 17 and help create more supportive sports environments.
“Girls deserve to experience everything sports can provide them: joy, confidence, connection and belonging. Through Dove Body Confident Sport and the Dove Self-Esteem Project, we're helping give coaches and families tools to keep girls confident and in the game,” said Melissa Grevstad, Head of Purpose, Dove US.
Helping Girls Stay Confident and in the Game
For many girls, sports can be a source of joy, confidence, community and belonging. But appearance pressure and body criticism can also affect whether girls feel comfortable staying in the game. As International Day of the Girl approaches on October 11, Back Her Game underscores the importance of helping girls build confidence and stay in sports.