Jacksonville Jaguars Understanding the Marketing Environment


The Jacksonville Jaguars were founded on November 30, 1993 as an expansion team in the NFL. The Jaguars compete in the National Football League as a member club of the American Football Conference South division. The team plays its home games at EverBank Field.


The Jaguars and the Carolina Panthers joined the NFL as expansion teams for the 1995 season. Since their inception, the Jaguars have won division championships in 1998 and 1999 (as members of the defunct AFC Central) and have qualified for the playoffs six times, most recently in 2007. From their inception until 2011, the Jacksonville Jaguars' majority owner was Wayne Weaver. The team was then purchased by Pakistani-born businessman Shahid Khan for an estimated $770 million. In 2015, Forbes estimated the team value at $1.48 billion.


The Jacksonville Jaguars are located in Jacksonville Florida at Everbank Stadium.


The franchise's first logo and jersey design featured a silver helmet with a jumping jaguar and light teal jerseys. The uniforms never made it to the playing field due to trademark issues. The team bounced back and came up with a color scheme that is regarded as one of the NFL's best. The Jaguars now have black helmets featuring a jaguar head growling. The jerseys are a much darker teal than the original prototype. The numbers and other trimmings include a metallic gold color. The Jaguars have made small modifications to their jersey's number font since 1996. They currently wear the dark teal jerseys for most home games, but have an alternate black jersey with matching black pants.


Since his introduction in 1996, Jaxson de Ville has served as the Jaguars' mascot. Jaxson entertains the crowd before and during games with his antics. The mascot has established a reputation for making dramatic entrances including bungee jumping off the stadium lights, sliding down a rope from the scoreboard and parachuting into the stadium. Jaxson's antics got him into trouble in 1998 and stemmed the changing of the NFL's mascot rules, and also caused him to calm down. However, Jaxson was still seen, by some, as a mascot that gets in the way during the game. After the October 22, 2007 game against Indianapolis, Colts President Bill Polian complained to the NFL, and Jaxson was reprimanded again. Jaxson's first appearance was on August 18, 1996 and was played by Curtis Dvorak from his inception until his retirement in June 2015.




Brand Competitors

Denver Broncos and New England Patriots

Category Competitors

Adventure Landing and Shipwreck Island Waterpark

Generic Competitors

United Electric Company Of Jacksonville, Inc. and Super One

Economic Factors

You would need around 7,997.40$ in San Francisco, CA to maintain the same standard of life that you can have with 4,000.00$ in Jacksonville, FL so you have a lower cost of living in Jacksonville. If you were to go to a restaurant in San Francisco and had a meal for two it would cost around $75 while in Jacksonville it would cost $50. Renting a 1 bedroom apartment in the city costs around $3,316.19 in San Francisco while in Jacksonville its $911. Basic utilities is more expensive in Jacksonville its about $120 a month while in San Francisco its about $100.


One way technology has affected football is in the use of tablets. Microsoft partnered with the NFL and all the teams can use their tablets for replays, play calling, etc... https://www.microsoft.com/surface/en-us/devices/nfl


League Governance is the governing body in the NFL. The NFL also has a players union that protects the players from hardship from the league.


The NFL has done a lot to provide for the female audience such as women's NFL jersey sizes, breast cancer awareness month, they have hired a female referee, and some NFL commercials are aimed toward women. http://www.nflshop.com/Jacksonville_Jaguars_Jerseys/source/google-ak1900nfl?utm_campaign=Team_Jacksonville%20Jaguars|264236330&utm_medium=ppc&ks_id=6220_kw11608354&utm_term=%2Bjags%20%2Bjerseys&matchtype=bb&utm_source=o&target=kwd-25539249199&pcrid=14668576643&adposition={adposition}

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