Hoboken – September 23, 2026 -- Dove launched Back Her Game, a nationwide contest offering one girls' sports team a trip to Brazil for the FIFA Women's World Cup 2027, running from September 23 through October 4, 2026.
Coaches enter by posting a video showing team confidence
Eligible adult head or assistant coaches of current girls' sports teams, with players ages 13 to 18 in the 50 U.S. states or D.C., can enter by posting a public video on Instagram or TikTok. Entries must tag @dove and include #KeepHerConfident and #Contest in the caption, following official rules posted at unileversweepsrules.com/dovecontest.
Winning team receives World Cup trip, new kits and coaching session
Dove will select the submission that most authentically shows the joy and confidence a team brings to its sport. The winning team gets a trip to Brazil for the tournament, including hotel accommodations and a check toward airfare, plus new team kits and a Dove Body Confident Sport session led by a Dove Self-Esteem Project educator.
Dove research found body criticism drives girls out of sports
The campaign follows Dove research finding that 1 in 2 girls who quit sports had been criticized for their body type. Dove Body Confident Sport is a free program from the Dove Self-Esteem Project built to help coaches support body confidence among girls ages 11 to 17.
Melissa Grevstad, Head of Purpose at Dove US, said the brand wants to celebrate teams already creating supportive environments as an official sponsor of the FIFA Women's World Cup 2027. Kylie Kelce, a longtime Dove partner and coach, said the campaign highlights teams that show girls they belong on the field as they are.
Survey covered nearly 5,000 children across seven countries
Dove commissioned a survey of 4,917 children in Brazil, Canada, Germany, Italy, Japan, the UK and the US, including 3,506 girls and 1,391 boys ages 9 to 17, to examine what drives girls out of sports. The contest launch precedes International Day of the Girl on October 11.