Dove is spotlighting girls’ joy in sports by capturing authentic moments and promoting body confidence as part of its official FIFA World Cup 2026™ sponsorship. With initiatives like Joy Cam and the Body Confident Sport program, Dove helps girls stay in the game and celebrate their power beyond appearance.
- Joy Cam captures real-time, unfiltered moments of girls celebrating sport
- Body Confident Sport program builds lasting body positivity on and off the field
- Dove uses FIFA World Cup 2026™ as a platform to promote inclusion and confidence
What happened
Dove is actively supporting girls to stay engaged in sports through its official sponsorship of the FIFA World Cup 2026™ and initiatives designed to celebrate their presence on the field. A highlight is the Joy Cam, created with Getty Images, which captures and shares genuine moments of happiness among girls playing and cheering during the matches. These images give global audiences a vibrant, front-row view of the joy sports bring to girls, helping shift the spotlight onto their experience rather than their appearance.
In addition to capturing joyful moments, Dove’s Body Confident Sport program, launched in 2023, equips coaches and mentors with tools to create supportive sports environments. This evidence-based program is clinically proven to boost girls’ body confidence and reduce pressures related to appearance, helping reduce the dropout rate of girls in sports caused by negative body image and criticism.
Why it feels good
Sports are much more than the final score or competition; they are about connection, celebration, and joy. Dove’s efforts highlight that feeling of exhilaration that comes from being on the field or in the stands with others who love the game. Seeing girls cheer loudly and express authentic happiness both counters the negativity they often face and celebrates their right to belong in sports spaces without judgement.
By focusing on body confidence and joy rather than appearance, Dove contributes to a cultural shift that empowers more girls to stay involved in athletics. This approach resonates widely because it reflects the real reasons people fall in love with sports: the energy, the friendships, and the freedom to be themselves – qualities that deserve to be at the center of every sporting experience.
What to enjoy or watch next
As attention moves beyond the FIFA World Cup 2026™, keep an eye on how Joy Cam continues to share inspiring moments of girls expressing their love for sports digitally and in public spaces. These authentic snapshots spark conversations about inclusion and confidence, inviting communities to celebrate all athletes’ joy and strength.
For families, coaches, and sports programs, the Body Confident Sport initiative offers a promising path forward. Integrating its principles can foster environments where girls feel truly valued and supported, encouraging them to play longer and perform better. Watching this movement grow promises a future of sports filled with passionate, confident girls leading the way.