The Football League were recently criticised for awarding Hull City – who don’t offer concessions to children (or anyone) – a “family excellence” award. We asked them to justify this, and enquired whether being informed about City’s explicitly anti-family policies would cause the award to be revoked. Here’s their response:
The EFL’s Family Excellence Scheme, now in its 12th year, is an award-winning ongoing consultation programme to support clubs’ efforts in attracting and retaining families and young fans.
A range of work underpins this process and a huge amount of progress has been made, and innovation displayed, throughout that time, and we now have a record number of clubs achieving the accolade. The process involves each of our 72 clubs being visited twice in each season by a ‘real’ mystery family, who assess the experience across six main touchpoints, from ticket purchase, to stadium vicinity, retail, refreshments and inside the stadium experience, all from the perspective of first time family visitors without any previous experience of attending games at each respective club. Ultimately each family then provides a recommendation score, to determine whether they would recommend that club to other first time families. Hull City received praise from the visiting families across various touchpoints but particularly for their Family Zone and associated pre-match and concourse activities as can be seen here https://www.hullcitytigers.com/tickets-landing-page-2/wwf-family-zone/.
Additionally, the visiting families were further impressed by the Club’s excellent retail facilities and wide variety of family friendly entertainment both inside and outside the stadium. The Club mascots were also described as active and constantly within view of, and engaging with the family zone.
So there we are – mascots waving outranks being able to afford to get in to the stadium in the first place.