Girls’ sports coaches nationwide are invited to show Dove and Kylie Kelce how their teams are finding joy and confidence on the field for the opportunity to win a trip to Brazil for the FIFA Women’s World Cup 2027™*.
HOBOKEN, N.J., Sept. 23, 2026 /PRNewswire/ — Today, beauty brand 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. The winning team will be awarded a once in a lifetime trip to Brazil for the FIFA Women’s World Cup 2027™. 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.
Key Takeaways:
- 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 years old (inclusive) in the 50 United States/DC can enter by posting a public in-feed video sharing how their team brings confidence to the field on Instagram or TikTok, tagging @dove and using #KeepHerConfident and #Contest in the caption, subject to the Official Rules at unileversweepsrules.com/dovecontest.
- What Dove is looking for: 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 towards airfare), new team kits, and a Dove Body Confident Sport session with a Dove Self-Esteem Project educator to empower the team to celebrate what their bodies can do. See Official Rules for complete Grand Prize details.
Why Dove is Working to Keep Girls in Sports
The campaign builds on the broader Dove 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 the tools to build body confidence among girls ages 11-17 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. As an official sponsor of the FIFA Women’s World Cup 2027™, we’re excited to celebrate the teams already creating that kind of environment and give them an inspiring experience they’ll never forget,” said Melissa Grevstad, Head of Purpose, Dove US.
“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. 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,” said Kylie Kelce, longtime Dove partner, mom of four and coach.
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. Join Dove and visit Dove.com/bodyconfidentsport to help keep her playing with confidence. For more details and official entry rules on how to enter Back Her Game visit unileversweepsrules.com/dovecontest.
About the Dove Research
Dove commissioned this survey to expose the reality of girls’ experience in sports and the impact it has on their confidence, as well as the drivers behind girls dropping out and potential solutions.
We asked 4,917 children of different ages, ethnicities and socio-economic backgrounds in Brazil, Canada, Germany, Italy, Japan, the UK, and US to take part in a 15-minute online survey.
The study included 3,506 girls aged between 9-17 years old (approximately 500 from each country) and 1,391 boys aged 9-17 years old (approximately 200 from each country) who had the consent of a parent or legal guardian to take part.
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.
Media Contact:
Nimra Butt
Nimra.Butt@edelman.com
*NO PURCHASE NECESSARY. Void where prohibited. The Dove Back Her Game Contest is sponsored by Conopco, Inc., d/b/a Unilever. Open to legal residents of the 50 U.S. & D.C., 18+, who are authorized coaches of girls’ sports teams comprised of players between the ages of 13 and 18 years old (inclusive) at time of entry. Begins at 12:00 a.m. on 9/23/26 & ends at 11:59 p.m. ET on 10/4/26. For official rules and complete eligibility, visit unileversweepsrules.com/dovecontest.
About the Dove Self-Esteem Project
Dove is the largest self-esteem education provider in the world, offering no-cost, academically validated tools to parents, teachers, mentors, and kids for nearly two decades with the Dove Self-Esteem Project. To date, Dove has reached more than 137 million young people globally across 150+ countries with DSEP, with a goal of reaching 250M young lives by 2030.
About Dove
Dove started its life in 1957 in the US, with the launch of its iconic Beauty Bar and patented blend of mild cleansers and 1/4 moisturizing cream. Dove’s heritage is rooted in care – proof, not promises grew Dove from a Beauty Bar into one of the world’s most beloved beauty brands.
Real women have always been our inspiration, and since the beginning, Dove has been wholly committed to providing superior care to all, and to championing real representations of beauty in our advertising, communications, and campaigns. Dove believes that beauty is for everyone, and the Dove mission is to ensure a positive experience with beauty is universally accessible to all.
For more than 65 years, Dove has been committed to broadening narrow definitions of beauty in the work we do. This includes the “Dove Real Beauty Pledge,” and commitment to:
- Portray women as they are in real life with honesty, diversity, and respect. We feature women of different ages, sizes, ethnicities, hair color, type, and style.
- Represent individuals with zero digital distortion, with all images approved by the women they feature. This includes never using AI to alter or distort real people in our marketing, advertising or campaigns.
- Help young people build body confidence and self-esteem through the Dove Self-Esteem Project, the biggest provider of self-esteem education in the world with a goal to educate 250 million young people by 2030.
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