Dove is back at football’s biggest night for the third year in a row, continuing its commitment to championing girls’ body confidence. 

The brand will use its new 0:30 spot, airing in the 2nd quarter, to shift focus to empowering girls to keep playing the sports they love with confidence and joy. 

Marcela Melero, Chief Growth Officer, Dove Personal Care & Masterbrand in North America, said, 

“Sports have the power to build confidence, resilience, and joy, yet body pressures continue to push too many girls out of the sports they love. That’s why we’re returning to football’s biggest night to lift up their body confidence and shout: You’re amazing. You’re strong. You belong.”

To elevate this campaign and mission, Dove continues its partnership with Kylie Kelce, a long-time Dove partner, mom of four, podcast host, athlete, and coach who brings a powerful and relatable voice to Dove’s mission of raising and protecting self-esteem in girls both on and off the field.

Dove research shows that 1 in 2 girls quit sports by age 14 due to low body confidence. 

By taking the spotlight on one of sports’ most male-dominated nights, Dove is steering the 2026 conversation toward building girls’ confidence and keeping them in the game through the Body Confident Sport Program.

The spot, created in partnership with Ogilvy, will kick off another full year of Dove showing up at the biggest moments in sports to remind viewers of the power of keeping girls’ self-esteem high on and off the field.

The Body Confident Sport program, co-developed with Nike, launched in 2023 as part of the Dove Self-Esteem Project, which has offered free, evidence-based resources for parents, teachers, mentors, and kids since 2004. 

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