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Gotham FC, New Jersey and New York’s professional women’s soccer team, has announced a record-setting partnership with global beauty brand Dove to support girls in sports. The brand will become an official kit partner of the team in the largest back-of-jersey sponsorship in NWSL history and the presenting sponsor of the team’s Keep Her in the Game community initiative. This marks Dove’s first significant investment in a women’s sports team.
Keep Her in the Game address the alarming rate of adolescent girls dropping out of sports – double the rate of boys. Launched in 2024, it focuses on providing the necessary support for young girls to stay in sports, develop resilience and build leadership skills through community support and coaching programs. The initiative is designed to help girls face challenges both on and off the field, providing a positive environment for their personal growth and success.
Dove’s involvement comes at a time when research shows that girls who participate in sports experience greater self-esteem and confidence, yet they continue to face systemic challenges. According to 2023 research by Dove and Nike, nearly half of the girls (45%) who drop out of sports do so because of body image concerns. A Women’s Sports Foundation report noted that factors contributing to girls’ dropout rates include fewer opportunities to play sports than boys, safety and transportation issues, social stigma such as discrimination, cost and a lack of positive role models.
“Dove is proud to partner with Gotham FC, a team of the highest competitive caliber composed of some of the world’s strongest, most respected athletes,” said Laura DiMiceli, Head of Personal Care Sports Marketing, Unilever North America. “The data is clear: Sports build confidence, leadership skills and resilience in young women, benefiting them for years to come. As the No. 1 provider globally of body confidence and self-esteem education, Dove is committed to supporting Keep Her in the Game as part of our overall mission to help young girls pursue sports and keep playing the games they love.”
Keep Her in the Game was developed to combat the social and physical barriers that contribute to young girls opting out of sports. The initiative provides coaches with specialized training, parents with tools to foster resilience in their children and creates spaces for young athletes to engage in meaningful interactions with Gotham FC players. The program, which reached over 500 young players in its inaugural year, plans to expand significantly in 2025 with the goal of reaching 1,000 girls and launching a Youth Leadership Council.
With a roster that includes World Cup champions and Olympians, Gotham FC has established itself as a force in women’s soccer. The team’s 2023 NWSL championship victory and strong performance in the 2024 season highlight the growing success and visibility of women’s sports. Gotham FC’s collaboration with Dove strengthens their commitment to both excellence on the field and positive community impact.
In addition to sponsoring Keep Her in the Game, Dove’s partnership aligns with its larger goal of supporting body confidence and self-esteem in young girls through its Body Confident Sport program. Launched in 2023, the program provides tools to build body confidence for girls aged 11-17 and is part of the Dove Self-Esteem Project, which has reached over 114 million young people globally since its inception.
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