The public reputation of AFL umpires

It is alleged that AFL umpires have a poor reputation among the general AFL public, which is affecting umpire recruitment. The Australian Football League (AFL), by its own admission, has a perceived brand problem in relation to umpires and is struggling to meet the demands for more umpires in non-professional competitions. This paper aims to identify the current reputation for AFL field umpires and what are the determinants that contribute to this reputation. This information can provide guidance for public relations strategies to improve umpire reputation, and ultimately the AFL brand.