"In some ways it's sad that the job has to be created.
"It [sideline violence] is in every sport in every country. [But] from what I'm aware, no one in New Zealand is doing this."
Northland Rugby Union primary schools development officer, Grace Cooper, says Benney is "putting a lot of energy" into his new duty.
"Basically, because the sideline behaviour wasn't great, we just wanted to give the referees a more enjoyable experience."
Former Northland rugby referee education officer, and now Northland Rugby Union's operations manager, Kyal Collins, pinpointed the need for sideline control. Collins says "feedback was good" from Benney's first day last Saturday and that people were well behaved with the knowledge Benney was present.