Coventry City Football Club has been awarded the Football League's Family Excellence Award. It is the fourth time in four years that Coventry City have won the award. Independent 'mystery Shopper' families assess the whole experience of watching football games around the country and base their findings on the use of dedicated family areas, family pricing initiatives, technology supported entertainment and stringent efforts to reduce abusive and foul language and anti social behaviour. The club was commended for initiatives like the Junior Sky Blues (JSB), the dedicated Family Zone at The Ricoh Arena, the Tickets for Schools and the Young Supporters Club. The club is already planning improvements for next year with a re-launch of its young supporters club, The Junior Sky Blues. The new look clubs will be age specific in order to tailor to the need of the the younger supporters of the club. The club will continue to provide members with free season tickets in the family zone for under sevens and discounts on official CCFC merchandise. Sky Blue Dribblers, the dedicated supporters club for children who are three and under, will offer parents a new way to introduce their newest members of the family to football. The 13 to 15-year-olds will be able to interact much more closely with the club through the Sky Blue Strikers. There is also the Sky Blue Keepers club for four to seven-year-olds and the Sky Blue Wingers for eight to 12-year-olds, which will offer membership packs and benefits suitable for each age group. The Football League chairman, Greg Clarke, said, "The Football League Family Excellence Award provides clubs with a benchmark in their efforts to attract families through their gates." Lara Thorns, Community Liaison Officer for Coventry City Football Club, said, "We are delighted to have been recognised again for this award. The club has continued to cater for families on a match day by providing entertainment and activities in a safe and friendly environment. We are also working toward better interaction with our youngest supporters and the introduction of our new Junior Sky Blues clubs is part of that."