CoachMate and Aktive Unite to Champion Positive Sideline Behaviour with 'Love Their Game'
March 20, 2025 – In a bid to help address the issue of negative sideline behaviour in community sport, CoachMate are proud to support Aktive’s 'Love Their Game', a powerful initiative aimed at fostering positive sporting environments.
Sideline behaviour has long been an issue in community sport, with research showing that inappropriate actions from spectators can have detrimental effects on young participants, leading to dropout of the sport, burnout, and even resentment towards sport itself. A New Zealand study found that over 62% of respondents had witnessed inappropriate sideline behaviour at least once or twice a season, with 63% reporting verbal abuse directed at children and referees.
Why CoachMate Supports 'Love Their Game'
For CoachMate, supporting this initiative was a natural fit. As a platform designed to support grassroots coaches, team managers, and caregivers, CoachMate exists to empower positive, inclusive, and inspiring sports experiences for young participants. Collaborating with Aktive on 'Love Their Game' reinforces this commitment and allows both organisations to make an even greater impact.
“Sport plays a vital role in shaping young people’s lives,” says Michelle Walshe, Founder and CEO of CoachMate. “But when negative sideline behaviour goes unchecked, it can take away from all the benefits that sport provides. ‘Love Their Game’ is about ensuring kids feel supported, safe, and encouraged to keep playing.”
Walshe adds: “A simple message at the end of the game or in the car on the way home—like ‘I really loved watching you play today’—rather than focusing on performance, can make a huge difference to a young player’s confidence and enjoyment. By educating the community on the power of positive reinforcement, we can create an environment where kids feel valued, motivated, and excited to stay in the game.”
Bringing Together the Sporting Community
'Love Their Game' brings together a number of Auckland Regional Sports Organisations, reaching over 100,000 participants across rugby, football, netball, basketball, water polo, and tennis. The initiative is being launched by notable sports ambassadors, including rugby referee Ben O’Keefe, New Zealand basketball star Corey Webster, and One New Zealand Warriors player Dallin Watene-Zelezniak.
Shifting the Focus Back to the Players
At the heart of the campaign is a simple but thought-provoking message: Sport belongs to the players, referees, and coaches – not the spectators. Too often, well-intentioned passion from parents and supporters can cross the line, putting undue pressure on young players. 'Love Their Game' aims to flip the focus back to the players, ensuring that sideline supporters contribute positively rather than detract from the experience.
A Collective Commitment to Change
Through this initiative, CoachMate has incorporated Love Their Game messaging into its app in the form of a ‘Lesson’ using micro-learning tools, providing coaches and volunteers with an educational resource to help set positive sideline behaviour expectations. The initiative will also be supported by social media outreach, workforce development opportunities, and activations within community sport settings.
Jennah Wootten, Chief Executive at Aktive, adds: “Aucklanders are passionate about sport, but we need to harness that passion in a way that ensures a positive experience for everyone involved, especially young people. Love Their Game is about respecting that the game belongs to those playing it.”
With an increased focus on coaching, officiating, and sideline behaviour, CoachMate and Aktive hope to see a shift in culture across community sports, where positive reinforcement becomes the norm.
CoachMate is proud to stand alongside Aktive in this movement – because when we love their game, we help kids love sport for life.
For more information on 'Love Their Game' and how you can support the initiative, visit www.lovetheirgame.org.nz.