Dove's Joy Cam Celebrates Girls in Sports at World Cup

The best part of any game isn't the final score. It's the victory dances, the roar of the crowd, and the pure joy of playing with friends who get it.

But for too many girls, that joy gets stolen. One in two girls who quit sports say they left because someone criticized their body type, according to Dove research.

That's why Dove partnered with Getty Images to launch Joy Cam during the FIFA World Cup 2026™. The real-time platform captures candid images of girls celebrating, cheering, and playing at one of the world's biggest sporting events.

These photos aren't about appearance. They're about girls being themselves, loving the game, and experiencing the magic that made them fall in love with sports in the first place.

"Through Dove's Joy Cam initiative, our photographers were on the ground at the FIFA World Cup 2026™ capturing the joy, confidence, and community that girls experience through sport," says Dr. Rebecca Swift, Global Head of Creative for Getty Images. The images spread across social media and digital platforms, giving the world a front-row seat to something beautiful: girls drowning out judgment with their cheers.

But Joy Cam is just one piece of the puzzle. Dove's Body Confident Sport Program, launched in 2023, gives coaches and mentors the tools to create environments where girls feel celebrated for what their bodies can do, not how they look.

The program is clinically proven to strengthen body confidence in girls ages 11 to 17. It helps reduce appearance-related pressures in sports settings, the exact pressures that push girls off the field.

The Ripple Effect

When girls stay in sports, they build skills that last a lifetime. Leadership, resilience, teamwork, and self-confidence don't disappear when the game ends.

This work also supports FIFA's goal of reaching 60 million female players by 2030. More girls playing means more confident young adults who know what they're capable of achieving.

"We believe every girl deserves to feel confident enough to keep playing the sports she loves," says Marcela Melero, Chief Growth Marketing Officer at Dove. "When girls feel confident, they're more likely to stay in the game, and that's what will shape the future of sports."

The FIFA World Cup 2026™ may be over, but the joy it inspired doesn't have to end.