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Originally Posted by TheOracle
You are a salesman as a referee. You are serving the coaches, players, and schools. Knowing their names shows respect, especially if they do not know you. It shows them you've taken the time to know who they are and about their team, and passion for the game. Makes them feel big. With the internet, you should be able to find out the coaches names if you don't know them.
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Using their first name presents familiarity and comfort. Addressing them as coach, Mr. "Smith", or "sir" extends "respect."
I'm not judging one side or the other here, just disagreeing with your assessment.