Podcast Round-Up | Jacksonville Jaguars – A data-driven approach to fan marketing

On episode #13 of The Fan Engagement Podcast, host Megan Cain welcomed Jasmine McCrawford, Director of Brand & Strategic Initiatives at the Jacksonville Jaguars. Listen here.

The Jacksonville Jaguars are one of the NFL's youngest franchises, meaning the Florida-based team faces a unique set of challenges in growing their fanbase. With a shorter history and lower levels of fan loyalty passed down through generations that fuel some legacy teams, they’ve embraced an innovative and strategic approach to audience engagement.

From redefining the demographics of their core audience to building a global presence, Jasmine’s insights reveal a team that’s not just competing but thriving by rethinking what fan engagement means.

Recorded at the start of the 2024 NFL season, here’s what we learned from the conversation with Jasmine.

Understanding the local market

Jacksonville’s location in North Florida presents a unique opportunity to tap into a football-rich region. Yet when the Jags marketing team analysed their core fanbase, they found it didn’t reflect the city’s diversity or broader potential. The average season ticket holder skewed older, predominantly male, and didn’t include key segments of the community.

By embracing data and community feedback, the Jaguars embarked on a mission to diversify and expand their local following. They focused on younger fans, women, and the city’s significant African American population. This shift wasn’t just about filling stadium seats; it was about creating meaningful connections. Events like “Ladies Night,” launched on International Women’s Day, became a platform to celebrate women’s contributions to sports while fostering a sense of community.

The team also broadened its media strategy to include partnerships with urban and gospel radio stations, ensuring that their messaging resonated with African American fans, who make up over a third of Jacksonville’s population. This local-first approach laid the foundation for a fanbase that feels seen and valued, driving both loyalty and engagement.

Using social listening to unearth micro-influencers

A cornerstone of the Jacksonville Jaguars’ marketing strategy is their ability to listen deeply to their community and identify influencers who authentically resonate with fans.

“In Jacksonville, it’s not as easy [as in New York]. Most of our celebrity fans don’t live here anymore,” Jasmine explained. “So our approach was to be authentic. It’s really evident when you’re inauthentic and trying to force things that are not accurate.” The Jaguars focus on "hometown heroes" and figures who naturally align with the community’s interests, creating partnerships that feel organic and celebrated by fans.

One example Jasmine highlighted was rapper Nardo Wick, a Jacksonville native whose presence at games caused a stir on social media. “Anytime fans saw him at a game, there was an enormous amount of support. So we invited him out, hosted him in the most spectacular way possible, and grabbed some amazing content of him enjoying the game—nothing he wouldn’t do on his own. Fans loved it,” Jasmine said.

The Jaguars’ strategy also extends beyond local figures, as they collaborate with the NFL to bring in broader influencers who align with their brand. For instance, Jasmine recounted hosting YouTuber-turned-athlete Deestroying: “The day we brought him to the game, he had to wear a ski mask because any young boy between the ages of 8 and 18 would chase him around the arena.”

By leveraging social listening and building authentic connections, the Jaguars continue to align their brand with figures who represent the community, turning influencers into true ambassadors for the team and the city they call home.

Building a national brand

While Jacksonville is the team’s heart, Jasmine and her team recognised that national relevance was crucial for growth. Competing with NFL giants like the Cowboys or Steelers, teams with decades of national exposure, required a distinct identity.

Social media became a key vehicle for this transformation. One standout example was the Jaguars’ rookie draft class campaign, which used bold visuals and behind-the-scenes storytelling to highlight players’ personalities. This creative approach not only engaged existing fans but also caught the attention of younger, casual viewers who might not typically follow the team.

Fashion collaborations further underscored the team’s ability to think outside the box. A recent partnership with a local designer brought the Jaguars into the pages of GQ, aligning the team with cultural relevance far beyond the football field. These initiatives reflect a broader strategy of connecting with audiences through shared interests, from sports to style, and positioning the Jaguars as a modern, forward-thinking brand.

Going global

The Jaguars have been trailblazers in the NFL’s international ambitions, with London serving as their second home for over a decade. Playing annual games at Wembley Stadium has not only introduced the team to British fans but also created a unique bond with a growing international audience.

This commitment to global engagement extends beyond game days. ?Autograph sessions, virtual meet-and-greets, and the inclusion of international fans in domestic celebrations—like playoff pep rallies—have fostered a sense of belonging for overseas supporters.

More recently, the Jaguars have expanded into Ireland, signalling their intent to grow beyond the UK market. These efforts demonstrate that international expansion isn’t just about visibility; it’s about building genuine connections that turn spectators into fans.

The Jacksonville Jaguars exemplify how a younger franchise can carve out its place in the NFL through creativity, inclusivity, and strategic vision.

As Jasmine explained, it’s not just about expanding the fanbase; it’s about finding those unique hooks—whether through culture, community, or global connections—that inspire people to rally behind the team.