The Game is Ours

Today, Dove launched its FIFA World Cup 2026™ campaign, anchored in a new :30 film, The Game is Ours. As an official sponsor of the FIFA World Cup 2026™, Dove is using one of the world’s biggest sporting stages and the global spotlight on the men’s game to champion a different kind of goal: helping girls build body confidence so they can stay in the sports they love.

Dove research shows that 1 in 2 girls who quit sports are criticized for their body type, a pressure that strips away the joy of playing and ultimately pushes girls out of sports. In The Game Is Ours, the real sounds of girls playing sports become the soundtrack of the film. As their movement and voices build, their joyful sounds cut through and drown out negative body talk, reinforcing that while criticism can be loud, girls’ joy is louder.

Beyond the campaign film, Dove will bring its FIFA presence to life throughout the tournament through fan experiences, partnerships, and real-time storytelling activations, including the Dove Joy Cam created in partnership with Getty Images and activations within Unilever’s Fresh Clubhouse fan experience.

The campaign also features members of the Dove Body Confident Collective, including soccer icon Mia Hamm and U.S. Women’s National Team standout Alyssa Thompson, who will support the campaign throughout the tournament and help reinforce the brand’s mission to keep girls confident and engaged in sports.