Cambridge United FC Teams Up with to Make Young Fans Smarter

Cambridge United Football Club is excited to announce the launch of Cambridge United Footee, a National Curriculum-linked, football-themed, educational gaming programme for children, featuring on the Fans section of their club website.

Cambridge, United Kingdom, November 24, 2010 --( The initiative is the product of a partnership with Cambridge based e-learning specialists MotivatEd, who specialise in engaging educationally with children through their passion for sport and fun online kids gaming.

Cambridge United Footee (Footee) takes the form of a club-branded virtual world full of National Curriculum-linked educational games and quests. Achievements are rewarded by virtual currency that allows children to purchase “real world” star players for their own playable dream team.

The programme is supported by the English FA and features the full Cambridge United squad along with all teams and players from the English Premier League. Its football-themed games support learning in mathematics, language, science, geography, and history - as well as helping to develop skills in cross-curricular competences such as health, nutrition, citizenship, teamwork, and digital literacy.

Recent research by Loughborough University has shown that Footee can be used to markedly increase the general levels of physical activity in primary school children, through its motivational structure and fitness reward schemes.

Will Jones, PR, Marketing and Media Manager at Cambridge United, said,

“We are really excited about the potential of this programme to inspire local children to develop their educational skills through their passion for football and our club. The project is an excellent fit with our recently formed charitable Trust in terms of reaching out and engaging positively with local communities.”

Phil Clegg, Managing Director of Footee creators MotivatEd said,

“Advances in technology mean that many children spend time on the internet playing games. Our aim is to encourage constructive use of this time to boost educational growth, improve nutritional knowledge, and motivate increases in physical activity. I am thrilled that the first live club version of Footee will be for our local team. The next version to go live is for Chelsea FC and we plan to rapidly expand the programme to many more clubs in 2011.”

Dominic Cahalin
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