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Aston Villa Football Club has been recognised by the English Football League (EFL) for its continued efforts to bring the very best matchday experience to its family-fan-base, by receiving the Family Excellence Gold award.

The EFL Family Excellence award is an initiative rewarding clubs that deliver outstanding matchday experiences for families. On two occasions throughout the 2017/18 season, families ‘mystery’ shopped Villa Park across a variety of touchpoints. The families scored their experiences across areas such as first impressions, stadium vicinity, refreshments and everything that happens inside of the stadium during the event.

Villa offer an array of activities for its family-fan-base. The Family Fan Zone has been a huge hit with supporters since it opened in 2012, creating a big matchday buzz for children, parents, grandparents and friends.

Other activities promoted to Villa’s family-fan-base include the Cub Membership and My Home Debut.

The club has invoked its ‘Part of the Pride’ campaign for the 2017/18 season, a key focus which places the fan at the heart of the club’s activity. The overall aim is to increase the engagement and community feel within the club.

Adam Lowe, Marketing Manager, Aston Villa Football Club, said: “Aston Villa Football Club is delighted to have received the Family Excellence Gold Award this season. This achievement is a real testament to the extraordinary experience we provide to the families that attend on matchday.”

“We’re extremely passionate at the club about continuing to attract and retain families in the modern football era. We will continue to be family friendly, welcoming, exciting and an entertaining club, in which everyone involved feels ‘Part of the Pride’.”

“The Part of the Pride campaign is about bringing everyone together at the club; the fans, staff and players, making sure everyone feels part of the pride. The EFL Gold Award rewards these ambitions, and I am really excited about the future successes of the club.”

A spokesperson at the EFL has commented on the club’s efforts this season, “During both visits, Aston Villa’s commitment to growing its family fan base was clearly evident. A wide variety of touch points were executed with professionalism and warmth, in particular the Fan Zone, an activity which has emerged this season as one of the greatest examples of matchday engagement we’ve ever seen at the EFL.”

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