I have a very respected referee mentor who calls coaches by name. He makes a point to address each coach at least once per game, to get rid of the favoritism thing. His theory is: I'm at work...If this was an office setting, I wouldn't say "Mr. Supervisor," I'd say "Hey, Joe.." He says it leads to peers talking to each other, rather than the "Coach-Referee" confrontation.
I say good for him, but no way am I at that confidence level to do it yet.
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