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U's score high in Family Excellence report, Marvin wins best mascot

18 May 2023

Cambridge United has once again been awarded with Family Excellence Status for the 2022/23 season and joins a record number of 66 EFL Clubs in achieving the accolade...

The U's recorded their joint-best ever score with an 8.7 - fifth highest in League One and 14th out of all 72 EFL Clubs, who received an average score of 7.6.

In addition to this, the Club's much loved Mascot, Marvin the Moose, was named the 'Mascot Touchpoint Winner" in the EFL's Family Excellence Awards.

Marvin's energy, friendliness and eagerness to engage with supporters was lauded and whilst we already knew it, it's now been made official that Marvin is the best mascot around.

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EFL Clubs receive two ‘mystery family’ visits throughout the season, with their feedback and reports determining whether each respective club would achieve ‘Family Excellence’ status.

Scores are reached as each Club is assessed across a range of touchpoints, in order to reflect and report on the first-time family experience they encounter.

Improving the Matchday experience has been a crucial part of the Club's strategy across the past few seasons and a number of new initiatives were praised in the report, such as the Little Aqua Kids' Zone, regular live music performances, Junior U's membership and Fan Passport, Fan Zone upgrades and the Official Sticker Album.

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The EFL's summary report states, "This season our assessments clearly highlight the outstanding work being done at the club to ensure recruitment and retention of families is as effective as possible.

"There are so many high points and examples of true innovation throughout that there's insufficient space to list them here (but we love the sticker album, Marvin the Moose, the fan zone and the way the club imbues the pre-match and half-time periods with a real community focus.

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"Most of all, though, it's the club's matchday representatives who are due the greatest credit. The people touch is the one that most often converts a good experience from good to great and Cambridge United have this in abundance."

The average attendance of Under 18s at the Abbey Stadium last season rose from 1000 to 1300, a strong indicator that the Club's efforts to attract and retain families and young supporters is working.

CEO Alex Tunbridge said, "Improving the matchday experience and creating an environment attractive to families has been one of our key objectives over the past season. We have made great strides in this area and it is pleasing to see this recognised via the EFL’s Family Excellence Award and supporting matchday visit reports.

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"What shines through the most from the reports is the personable approach of our matchday staff and volunteers who should be commended for the way in which they have gone above and beyond to create memorable matchday experiences."

A full list of EFL Clubs to receive the Family Excellence status can be found here.


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