Dove Returns to the Super Bowl to Help Keep Girls in Sport

Beauty brand Dove is officially announcing it is back in the Big Game with a :30-second TV commercial, which will premiere in the first quarter of football's biggest night. After making its mark in 2006 with a Game Day ad surrounding the importance of boosting self-esteem in young girls, Dove will return with a similar focus: a message about promoting body confidence in girls to keep them playing the sports they love.

Dove is the largest self-esteem education provider in the world through the Dove Self-Esteem Project, which has reached more than 100 million young people with no-cost tools and resources since its inception in 2004, and is on track to reach 250 million young lives by 2030.

Building on its commitment to self-esteem, Dove co-commissioned research to understand the impact of body dissatisfaction on girls in sports. After finding that 45% of teenage girls globally drop out of sports due to low body confidence, Dove and Nike partnered to create Body Confident Sport – a first-of-its-kind and scientifically-proven set of coaching tools to build body confidence in 11-17-year-old girls – which will support the new Game Day message.

"Dove is on a mission to make sports a place where all girls can thrive and feel like they belong," said Leandro Barreto, senior vice president, global Dove masterbrand. "The prevalence of negative body talk in sports and focus on appearance over ability harms girls' body confidence. As the biggest champion of self-esteem for girls globally since 2004, we are thrilled to return to the Big Game and use this massive stage to drive meaningful awareness for this important issue and help girls stay in sports."