Empowering Girls Through Dove’s ‘The Game Is Ours’ Campaign

The sounds of girls laughing, running, and playing take center stage in Dove’s newest campaign, launched as part of the brand’s sponsorship of the FIFA World Cup 2026™.

With a new film, live events, and partnerships in the community, Dove is highlighting an important issue for young female athletes: body confidence.

“The Game Is Ours”

Dove is an official sponsor of the FIFA World Cup 2026™. They have started a campaign called “The Game Is Ours” to inspire girls to keep playing sports and to celebrate the happiness they get from being active in athletics.

The campaign comes at a really important moment. Dove’s research shows that half of the girls who stop playing sports say they were judged for their body shape. This kind of pressure can lower their self-esteem, make them enjoy things less, and eventually cause a lot of girls to stop doing the activities they love.

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A New 30-second Movie

At the heart of the project is a new 30-second movie called The Game Is Ours.

The film features real sounds of girls playing sports as its soundtrack. As their voices, actions, and excitement grow during the film, those happy sounds drown out any negative comments about bodies, sending a strong message that confidence and happiness are what truly matter in every game.

• Dove is taking its campaign straight to fans during the six-week FIFA World Cup 2026™ tournament, not just focusing on commercials. They are teaming up with Getty Images to launch the Dove Joy Cam, a platform that captures joyful moments from girls who are at the matches. These happy moments will be shared on social media, digital platforms, and outdoor ads, making sure that young female fans are highlighted in the worldwide football discussion.

Dove’s Chief Growth Marketing Officer, Marcela Melero, emphasized the importance of body confidence in keeping girls in sports as FIFA aims for 60 million female players by 2027. She stated that tournaments like the FIFA Women’s World Cup™ provide an opportunity to empower girls, reinforcing that increased confidence encourages them to continue playing, shaping the future of sports.

The campaign improves with support from members of Dove’s Body Confident Collective, including Mia Hamm and Alyssa Thompson, who bring authentic perspectives on confidence in sports.

Helping Girls Aged 11 to 17 Feel Better About Their Bodies

Dove is preparing for the FIFA World Cup 2026™ after launching the Body Confident Sport program in 2023, designed to help girls aged 11 to 17 feel better about their bodies. By purchasing Dove products, you support this initiative, which provides tools for coaches, parents, and mentors to boost body confidence and encourage girls in sports.

So far, Dove has reached over 137 million young people in 150 countries and aims to reach 250 million by 2030.

Dove’s “The Game Is Ours” Campaign Film

Watch Dove’s “The Game Is Ours” campaign film and learn more about the Body Confident Sport program at Dove.com. Follow the conversation using #KeepHerConfident and discover how you can help girls build confidence and stay in the game.

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