Dove and Kelces Launched Youth Sports Contest

Dove and Kylie Kelce have introduced a contest offering girls' sports teams a trip to the 2027 FIFA Women's World Cup.

Updated on Sept. 23, 2026 in Football

Dove and Kelces Launched Youth Sports Contest

Live Poll

Do you believe youth sports programs are effective at building body confidence for young girls?

Dove and Kylie Kelce have launched the Back Her Game contest to support girls' athletic participation. The winning team will earn a trip to the 2027 FIFA Women's World Cup in Brazil along with new uniforms and a Body Confident Sport session.

Why it matters

The campaign addresses the issue of body image in youth athletics, as research found that one in two girls who drop out of sports have experienced body criticism. The initiative seeks to keep girls engaged in sports through improved confidence and resources.

The Back Her Game contest is open to girls' teams with players aged 13 to 18, while the associated Body Confident Sport program serves ages 11 to 17. The initiative is built on data showing that 50% of girls who stop playing sports have faced body criticism.

The players

Kylie Kelce

Kylie Kelce is a prominent public figure and advocate for women's sports.

Dove

Dove is a global personal care brand that develops initiatives focused on self-esteem and body confidence.

The details

Coaches can enter their teams by posting a public in-feed video to Instagram or TikTok that tags @dove and includes the hashtags #KeepHerConfident and #Contest. Selected winners receive professional gear and access to specialized training sessions designed to foster a more positive environment.

The contest entry period began on September 23, 2026.
The contest entry period ends on October 4, 2026.
The 2027 FIFA Women's World Cup takes place in 2027.

Pregnancy
Sept. 22
Kylie Kelce Criticized Gender Reveal Videos
Football
Sept. 24
Kylie Kelce Invited Kate Middleton to Podcast
Basketball
Sept. 18
Kylie Kelce Endorsed Caitlin Clark's Media Stance

Season Trajectory

This initiative integrates grassroots youth engagement with the broader push for gender equity in professional soccer. By linking local team participation to the 2027 FIFA Women's World Cup, the campaign elevates the visibility of women's sports and strengthens developmental pipelines.

Teams that enter must ensure their videos strictly comply with the tag and hashtag requirements to be considered for the trip to Brazil. Coaches should also prepare to integrate the Body Confident Sport session into their team routine if selected as a winning organization.

The takeaway

This campaign highlights the direct correlation between body confidence and athletic retention in adolescent girls. Participating teams can leverage the program to foster a more supportive team culture throughout the season.