Love Their Game®

Momentum builds for Auckland-wide sideline behaviour initiative

Just over a year after eight Auckland Regional Sport Organisations partnered with Aktive to launch a collective push for positive sideline behaviour, the movement has surged to 18 Regional Sport Organisations, reaching more than 220,000 participants.

Love Their Game emphasises the importance of positive sideline support and its role in creating quality sport experiences and environments for all involved, particularly young people. Over the past 12 months, the initiative has grown significantly to include organisations from across the region.

Participating organisations are North Harbour Rugby Union, Counties Manukau Rugby Union, Auckland Rugby Union, Netball Northern Zone, Northern Region Football, Tennis Northern, Auckland Basketball Services, Auckland Water Polo, Counties Manukau Rugby League, Harbour Badminton, Harbour Hockey, Auckland Rugby League, Counties Manukau Badminton, Auckland Hockey, Counties Manukau Touch, Athletics Auckland, Surf Life Saving Northern Region and Auckland Golf.

Aktive Chief Executive Jennah Wootten explains why the initiative is going from strength to strength: “We know that poor sideline behaviour affects far more than just one or two sports. Love Their Game is a reminder to everyone, regardless of the code, to respect that the game belongs to those playing, refereeing, coaching and managing, and not those on the sideline.

“With more Regional Sport Organisations getting involved, the strength of consistent messages across codes and across Auckland is significant. It helps amplify the impact of our collective efforts, no matter which sport you support, what colour uniform you wear or which sideline you stand on.”

Mel Bennett, Community Manager, Auckland Basketball Services speaks to their experience: “Through our alignment with Aktive and Love Their Game, Auckland Basketball Services has played an active role in bringing this kaupapa to life – supporting clubs and schools to create positive environments, building coach and volunteer capability, and prioritising wellbeing so tamariki and rangatahi can stay connected to the game for life.

“Our mahi has been intentional to safeguard the wellbeing of our participants – ensuring that environments are not only development-focused, but safe, inclusive, and grounded in positive experiences for all. We are proud to stand alongside other regional sporting organisations in this initiative, collectively strengthening the systems and support around our young people. From strengthening on-court delivery to shaping supportive spaces off the court, this work ensures that every young person not only participates but genuinely loves their game.”

Ms Bennett adds: “We look forward to continuing to grow our relationship and deepening our alignment, working together to create lasting impact across our communities.”

Auckland Golf is the most recent Auckland Regional Sport Organisation to come on board. Chief Executive Jacob Cameron says: “At Auckland Golf, we’ve always backed positive sideline behaviour, because the experience our young people have today shapes their love for sport tomorrow. The key is to create an environment that’s fun, welcoming, and supports parents to be aware of the impact they can have. That’s why we’re proud to join Love Their Game — it reinforces the values we already stand for and helps ensure every young golfer gets the chance to enjoy the game and stay in it for the long term.”

Love Their Game strengthens positive sideline behaviour messages that participating sports organisations can customise for their own codes and activate across their competitions and tournaments. The initiative is further supported through social media content, workforce development opportunities, and resources on CoachMate — the Kiwi coaching app designed to empower and educate the grassroots sporting community with worldclass coaching content, modern microlearning tools, and practical team management features.

Kicking off in late March, the latest Love Their Game social media content features Love Their Game Ambassador and international rugby referee Ben O’Keeffe; Broadcaster and Social Media Comedy Creator Ben Boyce; and five-sport international athlete and Olympian Tyla King.

Ms Wootten says: “Regional Sport Organisations and sports clubs, along with their many dedicated volunteers, work incredibly hard to deliver high quality sporting experiences for their communities. By working together, we can strengthen understanding of how adults can help create a positive, supportive environment that makes sport more enjoyable for everyone. Ultimately, we all want to support and protect our volunteers while ensuring young people have fun, feel encouraged, and develop a lifelong love of sport and activity.”