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Dove Launches 'Back Her Game' to Celebrate Confidence in Girls' Sports

Dove's 'Back Her Game' contest seeks girls' sports teams that prioritize joy and confidence. Winning team gets a trip to the FIFA Women’s World Cup 2027™.

This initiative matters because it addresses the alarming dropout rate among girls in sports, often driven by body image concerns and a lack of supportive environments. By rewarding teams that prioritize joy and confidence, Dove and Kylie Kelce are shifting the focus from winning to well-being, which can have lasting effects on girls' self-esteem and participation in physical activity. The free Body Confident Sport program provides coaches with practical tools to foster inclusivity, potentially keeping more girls engaged in sports through their teenage years. As the FIFA Women’s World Cup 2027™ approaches, this campaign not only elevates the conversation around body confidence but also offers a tangible incentive—a trip to the World Cup—that could inspire coaches and teams nationwide to create healthier, more empowering athletic experiences for young women.