Billie Jean King Joins Dove’s Mission: Empowering Girls to Stay in Sports

Billie Jean King is a name that resonates in the world of tennis. With 39 Grand Slam titles, she’s celebrated as one of the sport’s all-time greats. But her impact goes beyond the court. King has also made strides for women in sports and LGBTQ rights, earning the Presidential Medal of Freedom. She founded the Women’s Sports Foundation, which supports female athletes.

Despite her achievements, King faced body image issues like many female athletes. “I have an eating disorder,” she revealed. “It started when I was about 11. Tennis helped me manage my weight because I wanted to pursue my goals. The pressure in the 50s was intense, and while I controlled my eating during my athletic career, it became harder for me after I retired.” Her story is a reminder of the struggles many athletes endure.

Understanding the challenges girls face in sports, she joined an initiative with Dove to promote body confidence through their Body Confident Sports program. “I’ve dedicated my life to uplifting girls,” King said. “It’s heartbreaking that 48% drop out of sports due to negative comments about their bodies. We need to change that.”

Dove aims to combat negative body talk through a powerful ad airing during the Super Bowl, featuring a re-recording of Bruce Springsteen’s “Born to Run.” This ad highlights the influence of body image issues on young female athletes, emphasizing the need for confidence and acceptance in sports.

King emphasized, “We’re constantly judged on our appearance, and the pressure to be perfect is overwhelming. I founded the Women’s Sports Foundation over 50 years ago to help girls believe in themselves.” The ad aligns with Dove’s mission to create a welcoming environment for every girl in sports.

In 2023, Dove launched the unique Body Confident Sport program, offering tools to build self-esteem in girls aged 11 to 17. It’s part of the Dove Self-Esteem Project, the largest global initiative for body confidence education. Through this program, they provide free resources for parents, teachers, and young athletes worldwide.

King shared, “They’ve reached 114 million girls in 153 countries, helping them trust their bodies. Their goal is to support 250 million by 2030. That’s incredible.”

The Dove Body Confident Collective includes influential female figures in sports, like Sabrina Ionescu, Venus Williams, and Emma Navarro. King believes in the power of sports to foster relationships and self-discovery. “If we can instill confidence in girls during those formative years, it’s transformative. Sports have shaped my life, nurturing friendships and important life skills.”

As the Super Bowl approaches, King and the Dove Body Confident Collective will generate awareness in New Orleans about the pressures young girls face regarding body image. On February 7, they will discuss these issues with notable sports figures.

Dove is also partnering with Sports Illustrated for a special issue showcasing ten remarkable female athletes who defy body confidence norms. The cover features Honor Dayagaö’ Smoke, a 10-year-old wrestler promoting inclusivity. This issue, available to subscribers, will be celebrated with a pep rally in New Orleans on February 6.

“Dove is committed to building a better world,” King said. “It’s vital that every child feels worthy and confident. Participation in sports fosters leadership and courage, paving the way for girls to chase their dreams.”

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