AZ promotes their "Pursuing Victory With Honor" program as a benchmark. When I was in New Mexico, NM adopted it as well. Here is the AZ Link
AIAONLINE.ORG :: PURSUING VICTORY WITH HONOR
As officials, we are required to take the course. I thought coaches were as well but apparently not. There's nothing you should do as an official. I don't let the coach tell me how to officiate so it's not right for me to tell him how to coach. But as a parent, I say it's not appropriate. There's no rivalry as it's a brand new school. Likewise, there's no revenge factor. As a parent, I'd be embarassed to sit on the winning side, and PO'd if on the losing side.