Positive Sidelines with “Love Their Game”

Hibiscus Coast AFC is reinforcing its commitment to creating a positive, player-first environment through its support of the Love Their Game initiative — a growing movement across Auckland sport focused on improving sideline behaviour and protecting the experience of young athletes.

The initiative, led by Aktive and supported by Northern Region Football, aims to ensure that sport remains a place where young people feel safe, supported, and inspired to participate long term.

Putting Players First

At the heart of Love Their Game is a simple but powerful message: sport is for the players. While passion on the sidelines is part of the game, the campaign highlights how adult behaviour can significantly influence a child’s experience — for better or worse.

Research underpinning the initiative shows that:

• Around 50% of children stop playing sport by age 11, with poor sideline behaviour a key contributing factor
• 61% of parents and supporters have witnessed negative sideline behaviour in the past year

These insights have driven a collective response across Auckland’s sporting codes to shift the culture and prioritise positive experiences.

A Collective Movement Across Sport

Love Their Game brings together multiple regional sporting organisations, collectively reaching more than 100,000 participants. Its focus is on reinforcing positive sideline behaviours — encouraging adults to support, not pressure, and to model respect, not criticism.

The initiative promotes key messages such as:

• Play with passion
• Cheer with respect
• Support effort and development
• Help create a safe, inclusive environment for all

By aligning around these values, clubs like HBCAFC are helping to build a consistent and supportive sporting culture across the region.

HBCAFC’s Commitment

As one of the largest community clubs on the Hibiscus Coast, HBCAFC plays a vital role in shaping the experiences of thousands of players and families each year. The club’s adoption of Love Their Game reflects its broader philosophy — developing not just better players, but better environments for participation.

Through its programmes, volunteer network, and community engagement, HBCAFC is committed to ensuring that every player:

• Feels encouraged and valued
• Has the freedom to learn and enjoy the game
• Is supported by positive role models on and off the field

This aligns closely with the club’s long-standing focus on fostering a lifelong love of football within its community.

Building a Better Game Together

Love Their Game is not just a campaign — it’s a call to action for everyone involved in sport. Whether you’re a parent, coach, or supporter, your behaviour helps shape the environment young players experience every week.

By embracing the principles of Love Their Game, HBCAFC and its community are taking an important step toward ensuring that sport remains enjoyable, inclusive, and development-focused for all.

For more information, visit the official Love Their Game page through Northern Region Football.