Youth sports can transform lives, building confidence, resilience, and friendships among kids and teens. Yet 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. This statistic underscores a critical moment for coaches: the way they cultivate team culture can determine whether girls stay in the game or walk away. As an official sponsor of the FIFA Women's World Cup 2027, Dove is taking action with the announcement of 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. Through Oct. 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.
Creating an environment where young athletes feel seen and appreciated is its own reward, but it also requires intentional effort. Dove and longtime partner Kylie Kelce offer three 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 ones that deserve to be celebrated. 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. To learn more and help girls keep playing with confidence, visit Dove.com/bodyconfidentsport.
The implications of this initiative extend beyond one team or one contest. By equipping coaches with tools and recognition, Dove aims to shift the culture of youth sports toward one that prioritizes well-being over performance alone. The stakes are high: when girls drop out of sports, they miss out on the lifelong benefits of physical activity, teamwork, and leadership. Coaches who embrace body confidence and celebrate progress can reverse that trend, creating environments where girls thrive. As the FIFA Women's World Cup 2027 approaches, the spotlight on women's sports offers a powerful platform to amplify this message. The Back Her Game contest not only rewards a deserving team but also serves as a call to action for coaches everywhere to keep joy and confidence at the heart of the game. For more information, visit NOTICIAS NEWSWIRE.
