A new initiative aimed at creating safer, more supportive and positive sporting environments for young people is gaining momentum across North Canterbury.

Introduced in June 2026, the Positive Sideline Behaviour campaign is being spearheaded by NC Sports and supported by Bayleys North Canterbury.

The long-term community initiative is designed to encourage positive behaviour across the entire sporting environment, including spectators, coaches, managers, players, officials and volunteers.

With increasing national attention on behaviour around youth sport, NC Sports is taking a proactive approach to ensuring youth sports remain a place where people can enjoy participating, learning and developing.

At the centre of the campaign is newly appointed Positive Sports Advisor Abbey Jenkins-McCaw, who joined NC Sports in May.

 Abbey, who has a strong sporting background, has been working directly with local sporting organisations to understand their needs and help put practical resources in place.

Her work to date has included collaboration with organisations including North Canterbury Netball Club, North Canterbury Basketball Association and Waimakariri United Football Club, with the programme planned for expansion into other sports in the coming years.

Abbey says the response from the sporting community has been very encouraging.

“The clubs I have worked with so far have been great, and eager to adopt a programme of support.

"I’m really excited to be part of what is essentially a pioneering programme in New Zealand.

"There are a lot of messages coming out now, but it is something else to have a dedicated role to the advocacy of positive sideline behaviour.”

The campaign is not just about simply asking people to behave better from the sideline.

It is about being clear on expectations - being kind, avoiding any interaction with the official, whom are children themselves in many circumstances, and ensuring every action taken or words spoken add to the value of the game, not detract from it.

NC Sports is providing clubs and associations with practical resources and support to help foster a culture of encouragement, respect and good sportsmanship.

One of the most visible elements of the campaign is its distinctive purple branding, with signage and equipment progressively appearing at sporting venues throughout North Canterbury, including MainPower Stadium.

For Waimak United Football Club, the programme has already prompted valuable conversations between those involved in the game.

Tahlia Herman Watt, Girls and Women Development Officer at Waimak United Football Club, says they are encouraged by how open and willing the Waimak United community has been to engage with the campaign.

"There is a genuine desire from our people to learn, develop their skills and keep improving, and that is something we really value as a club. Creating a positive environment for our young players is something we all have a role in, and initiatives like this help us continue to grow together”, she says.

NC Sports says the campaign is focused on safeguarding young people in sport while creating lasting cultural change, rather than being simply a short-term awareness initiative.

Future phases will include communications and messaging through social media and other channels, alongside educational resources, workshops, videos and continued engagement with clubs and associations.

“Positive sideline behaviour isn’t about taking the passion out of sport,” says Abbey.

“It’s about creating an environment where every participant feels encouraged, respected and inspired to keep playing and have fun.”

For NC Sports, the ultimate goal is to help create a sporting culture across North Canterbury where everyone plays a role in making sport enjoyable, inclusive and rewarding — and where young people can develop a lifelong love of being active.

For more information about the Positive Sideline Behaviour campaign, contact Abbey Jenkins-McCaw at sideline@sportstrust.org.nz or visit the NC Sports website.