Excellence award recognises Oxford United's family fare

The award looks to reward those clubs that have actively tried to attract families through their gates and secure the next generation of supporters.

Created in 2007, the award is based on an independent assessment, commissioned by The Football League, of the family experience at all 72 League clubs this season using “mystery shopper” families, and recognises the outstanding experience clubs provide for young fans and families at their grounds.

A record 47 clubs from across all three divisions of the Football League were given the award for 2011 – topping the previous highest total of 41 – with 13 clubs securing it for the fourth year running.

The other five clubs who, along with Oxford, are receiving the award for the first time, are Hereford United, Macclesfield Town, Notts County, Rotherham United and Stevenage.

With greater use of family areas and family pricing initiatives combining to attract more people to their first game, the 2010-11 season has seen an increasing focus on making the experience itself more compelling.

Initiatives such as dedicated family stadium entrances, specially trained family area receptionists, technology-supported entertainment and a comprehensive effort to rid family areas of abusive language and anti-social behaviour, have all combined to increase the benchmark.

The judges were impressed with the efforts clubs are making to ensure away travel is more attractive for families, with away family areas ensuring they can enjoy the match in a dedicated, safe, welcoming and entertaining environment.

The Football League will recognise the clubs delivering the very best family experience in each division through the ‘Family Club of the Year’ award at this season’s Football League Awards at The Brewery, London, on Sunday, March 20.

Oxford United are one of six clubs shortlisted for this accolade.

The others are Cardiff City, Dagenham & Redbridge, Huddersfield Town, Reading and Shrewsbury.