Jacksonville Jaguars Become International Brand — Courtesy of Repeated Games in London

For the Jacksonville Jaguars, playing in London is about far more than winning football games. It represents a continued campaign to transform a small-market NFL franchise into an internationally recognized brand — one British fan at a time.This season marks the third time in four years that Jacksonville is playing back-to-back games in London, solidifying its status as the NFL’s premier global ambassador. After defeating the Philadelphia Eagles, 19-17, last Sunday on a thrilling last second field goal at Tottenham Hotspur Stadium, the Jaguars face the Houston Texans in an AFC South showdown at iconic Wembley Stadium.Sunday’s matchup will mark the Jaguars’ 16th game in London since 2013 – nearly double of any other NFL team – putting the franchise at the forefront of the NFL’s expanding international ambitions.That strategy was set in motion shortly after Jacksonville’s Pakistan-born billionaire owner, Shad Khan, purchased the franchise in 2011. When the then St. Louis Rams pulled out of an agreement to sacrifice home games to play across multiple seasons in London, Mr. Khan eagerly stepped into the void, agreeing to a four-year deal starting in 2013.“The NFL is going to be developing an international fan base,” Mr. Khan said shortly after taking ownership. “Why shouldn’t it be the Jaguars? In all honesty, internationally, they don’t know the difference between the Jaguars and the Steelers.”Today, British sports fans certainly know the difference as the NFL has continually added to its slate of international contests.Jacksonville has twice renewed its yearly commitment to playing games in London. Recently, it locked into a contract to play up to six games there over the next three seasons.The partnership has been a success on and off the field. In their two previous seasons with consecutive games in London, the Jaguars have gone 3-1. They won contests against the Buffalo Bills and Atlanta Falcons in 2023 before splitting games against the Chicago Bears and New England Patriots in 2024.Last year, the Jaguars played a single game in London, losing 34-14 to the Los Angeles Rams before Cam Little’s 57-yard field goal as time expired on Sunday improved Jacksonville to 4-1 this season.Rather than flying back across the Atlantic between games, the Jaguars remained in London this week. The extended stay serves a dual purpose, preparing for Sunday’s game against the Texans and deepening their connection with UK supporters. Unlike franchises like the Los Angeles Rams that view international games as a quick business trip, Jacksonville treats London like a genuine secondary home market.Former Jaguar players like Jeff Lageman and Fred Taylor made special appearances this week at fan events along with the team’s cheerleaders and mascots. Question-and-answer sessions with radio personalities at various locations throughout London help create a more personal connection with the franchise. Jaguar-themed best dressed competitions, fan zones and flag football clinics have added to the festivities.“I feel like we have a strong connection and tie to London,” quarterback Trevor Lawrence told reporters in London. “We’ve been playing here for a long time.”Mr. Khan told NFL.com he’s even recognized walking in London. “People will stop me on the street and they know the Jaguars,” he said. “It’s a certain street recognition we didn’t have years ago. We’re getting advice from fans as to what we should be doing, which is wonderful. They care.”The commercial benefits extend beyond single-game ticket sales. By carving out a foothold in the UK, Jacksonville has unlocked opportunities to increase merchandise sales, sponsorships, digital engagement and strategic partnerships.While one-off visitors like the Eagles bring novelty, Jacksonville’s sustained presence establishes deep-rooted loyalty among fans who might otherwise have no connection to American football.“We’re totally bought in,” Keir Robinson, a Scottish fan of the Jags, told the Associated Press before the Eagles game. “What (coach) Liam Coen is doing just now is incredible. This is our time. I think we are playoff-bound, could be Super Bowl bound.”The relationship is also reciprocal. The NFL’s elevated international platform also raises the profile of the city of Jacksonville, showcasing Northeast Florida as an attractive destination for international tourism and commercial interest.Jaguars president Mark Lamping, said on the team’s radio outlet, that the commitment to playing in London, “has been a major plus for the league, the UK and our home market in Jacksonville, which has realized business and tourism benefits made possible only due to our immersion in London.”To be clear, Jacksonville will always be home, especially now that the Jaguars EverBank Field is undergoing a massive $1.4 billion renovation. How often the team returns to London after the renovation is complete is uncertain. The lucrative revenue generated from a state-of-the-art stadium makes giving up home games to play abroad a tough financial sacrifice.But when the Jaguars take the field at Wembley Stadium on Sunday, cheered by tens of thousands of UK fans, it’s clear London has become a true home-away-from home, just like Mr. Khan envisioned.

Jacksonville Jaguars Become International Brand — Courtesy of Repeated Games in London

Jacksonville Jaguars Become International Brand — Courtesy of Repeated Games in London

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