Local junior rugby officials say abuse and aggressive behaviour at children's rugby games in the Western Bay has reached "totally unacceptable" levels.
The Western Bay of Plenty Rugby Union's Junior Management Committee (JMC) has released a letter outlining the "widespread concern at the aggressive behaviour and level of abuse being shown on the sidelines already this season".
Coaches, referees and supporters at Blake Park last Saturday told of overly-vocal parents and fiery games - even at the youngest levels of junior rugby.
These sports officials, who say the problem exists in other sports, have done the right thing by being up front about the issue.
It can be a fine line at times between being passionate about your child's team and perhaps over-stepping the mark.
Every parent wants their child and team to win. It's human nature and providing that support is also important.
I can't bear to imagine children having to play their support without having their family around to watch them.
But abuse and aggressiveness are unacceptable.
What kind of example are these adults setting? They are teaching these children this behaviour is okay.
In today's edition, child psychotherapist Augustina Driessen warns these parents could be setting their children up to fail in later life.
"The parents become quite aggressive and abusive and the result is these children have to achieve in sport and in some cases academically.
"I think children feel the pressure and they don't like it, of course. It doesn't help their self-esteem, nor their confidence because so much is expected of them," she says.
The offending adults in this case are demonstrating a lack of maturity and self-control and would do well to heed Ms Driessen's warnings.
They are supposed to be the adults.
There's no place for offensive behaviour or rudeness on our sports grounds.
They need to see children's sport for what it actually is - children's sport.
It's just a game after all.