Love Their Game goes international

The words we use, the way we respond to mistakes and the encouragement we give can shape how tamariki and rangatahi experience sport.

That thinking was brought to life recently at the Festival of Football 2026, where Tuia Waitākere connected with more than 160 tamariki, rangatahi, whānau and spectators.  The focus was on understanding how language and positive sideline behaviour contributes to young people’s experience of playing sport – all aspects of the Love Their Game initiative.

Held at The Trusts Arena in Henderson, the Festival of Football 2026 saw New Zealand’s under 16, under 18 and men’s American football teams take on Australia in three fixtures. As well as providing an exciting showcase of American football, the event also provided a step onto the international stage for Tuia Waitākere through its partnership with the New Zealand American Football Federation (NZAFF).

Tuia Waitākere Youth Advisor Jemma Palmer says the partnership began with an opportunity to connect with NZAFF and learn more about the organisation, its athlete pathways and the opportunities American football provides for young people.

“Through a meeting with Programme Coordinator Tuaine Fitzgerald, we got a great insight into the passion within the American Football community and the pathways available from flag football through to international competition.  This highlighted an opportunity to support positive sporting environments where culture, connection, participation and development are valued.

“There was a very clear alignment with Love Their Game, so we got underway with planning how we could incorporate the initiative into this year’s Festival of Football,” explains Jemma.

Love Their Game is a collective initiative led by Tuia Waitākere and fellow Auckland Regional Sports Organisations in partnership with Aktive, aiming to harness New Zealanders’ passion for sport in a positive way, ultimately helping create environments where young people feel supported, valued and confident to enjoy their sport.

Tuia Waitākere ensured a strong presence for Love Their Game at the festival with a marquee activation creating a welcoming space for visitors to share their experiences and talk about the impact of positive sideline support.

Free Love Their Game merchandise and a cornhole game helped draw people into the space, creating natural opportunities for conversation. More than 160 interactions were captured, with young people, whānau and coaches sharing the words and messages they value hearing from their supporters.

The words of one coach summed up the essence of Love Your Game on the day.  “Trust the coaches who are doing their best for the team.  At the end of the day, we want everyone to enjoy their experience out there.  We want to have good integrity for the game and honour and respect with our opposition.”

The activation was also part of a wider community focus at the festival, with Police and health screening providers helping strengthen the connection between sport, wellbeing and whānau engagement.

One of the most valuable aspects for Jemma was seeing whānau and tamariki having conversations together about what positive encouragement looks and feels like.

“When whānau join together, it creates a really valuable opportunity for young people to share what motivates them and what they want to hear from the sideline. These conversations help whānau understand how their words and support can influence enjoyment of sport,” explains Jemma.

For Tuia Waitākere, the partnership with NZAFF provided a valuable opportunity to hear directly from a high-participation Māori and Pasifika sporting community and capture authentic insights into sideline culture.

Looking ahead, the more than 160 conversations will help inform future Love Their Game activity and support initiatives designed to create sporting environments where West Auckland’s young people feel supported, valued and connected.

“Positive sporting culture starts with all of us and the words we use from the sideline matter. Together, we can help create environments that build confidence, belonging and enjoyment, inspiring a lifelong love of sport and movement.  We all have a role to play in changing the game,” concludes Jemma.