Sport and recreation are highly valued in New Zealand, indicated by the time and financial resources devoted to sport and recreation activities. This paper reports on a study of the value of sport and recreation, commissioned by Sport and Recreation New Zealand (SPARC). It has produced value-added estimates consistent with New Zealand’s System of National Accounts to suggest that in 2008/09 the contribution of the sector to gross domestic product was between 2.1 and 2.8 per cent (depending on the sector’s definition) and the total value to New Zealanders (including personal benefits from participation) was $12.2 billion.