Online Abuse Hurts Sports: New Zealand Can Do Better

Words by Roshi Sneyd (he/him)

CW: Cyberbullying, Racism.

I messaged All Blacks flanker Luke Jacobson last year to see if he could settle a bet. He replied promptly to say no, he doesn’t watch Rick and Morty, but loves Family Guy. The same evening, he’d played a match which saw the most successful sports team of all time retake the number one spot in the world rankings. He still responded to this random query from a fan. If you’re a Kiwi, you might be lucky enough to have had a similar encounter with a star.

Athletes are inundated with messages on social media. Anything that requires investment, like your favourite netball team or couple on Love Island, inspires emotion when things don’t go your way. This closeness means some fans cross the line into online abuse. Social media has an enormous impact on abuse in all its forms. Netsafe tells us 46% of Kiwi teens have experienced cyberbullying—and athletes are particularly susceptible. Sports present a clear distinction between ‘good’ and ‘bad’ performances, making it easy to hone in on players’ flaws. The same connection which encourages positive interactions also indulges our darker side.

This is a growing problem, and professional teams are searching for solutions. Premier League football side Liverpool recently hired a mental health consultant for their players, specifically to deal with social media. A pressing issue is that marginalised groups are disproportionately affected. Countless reports find that levels of social media abuse increase for minorities. Black English footballers received torrents of racist messages after three Black players missed penalties in the Euros final last year, and a World Athletics study found that 87% of all abuse targets female athletes.

New Zealand sport is not immune. The All Blacks and their coach Ian Foster have received unprecedented vitriol during their recent slump, including death threats. Last season the Wellington Phoenix, who usually have a model fanbase, reported the first instances of fans posting abusive messages. These athletes may be your heroes. But they are people too. Nowhere is that clearer than New Zealand, especially Wellington. Our size means you see superstars at the supermarket. Ardie Savea, running down Cuba Street in jandals, once gave me a twenty while I was busking. Rugby is a proud part of our national identity. If we vilify the players who represent us on that pitch, what does that say about us as people?

The intensity of fan-player connection has never been higher. The best way you can combat hate is by calling it out. Report abuse if you see it on social media. Remember that players are not robots—sports is their job, their passion, and we should be thankful for their role in our community. Keep your emotions to on-field action, and don’t let them affect your actions post-game. Doing this will help us foster a safer, healthier environment where our sporting heroes might just be kind enough to keep answering our trivial questions.