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Matchday experience work recognised through EFL mystery shopper exercise

10 September 2020

Northampton Town have been awarded Family Excellence status for the seventh season in succession, in recognition of the club's continued commitment to attracting families and young fans, and the engaging level of matchday experience the club provides.

EFL clubs received ‘mystery family’ visits during the 2019/20 campaign prior to the outbreak of COVID-19, with their feedback and reports again determining whether each respective club would achieve ‘Family Excellence’ status.
During what became an unprecedented season for EFL football in 2019/20, the scheme again recognised that family engagement has continued to thrive across the League, despite supporters being unable to attend live fixtures for the final part of the campaign.
The EFL Family Excellence Scheme sees each club assessed across a range of touchpoints, in order to reflect and report on the first-time family experience they encounter. The programme empowers clubs to think differently about their interactions with family supporters, encourages them to innovate and consider the specific wants and needs of the family unit and the matchday experience they offer, in order to attract, welcome and retain a new generation of supporters.
At the PTS Academy Stadium, the club's popular Grange Mortgages family area continued to prove a big success, while the engagement levels of Clarence with young supporters was also noted.
Young supporters continue to enjoy free fruit in the Grange Mortgages family area, the fun and games that take place, the half time entertainment, the In 'n' Autocentres Cup, and so much more.
Away from matchday, the club's extensive work in the community continues to grow, with the focus in the last few months on supporting people through the Covid-19 pandemic, including phone calls and messages from the players and Keith Curle and his staff and the #KeepCalmandCobblerOn initiative, led by the Northampton Town Community Trust.
EFL CEO, David Baldwin said, “It is fantastic to see the continued dedication of EFL clubs to provide an exceptional matchday experience for families when attending fixtures across the League.
“I would like to congratulate all those that have achieved Family Excellence status for the 2019/20 season setting a consistently high standard for family engagement.
“We know nothing beats the joy of watching a live fixture and the EFL and its clubs look forward to welcoming the return of fans to stadia, when it is safe to do so. Up until the Covid pandemic outbreak it is clear from the evidence gathered throughout the Family Excellence Scheme, that young fans and families were experiencing a high standard of matchday experience across the League.
"It is testament to clubs’ hard work that the standard of experience offered to families continues to rise, and this will undoubtedly help to ensure a welcoming environment will be provided for all families, once we are able to return to stadia.”

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