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Jaguars stadium naming rights could expire in 2024

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By: Travis Holmes

Corey Perrine/Florida Times-Union / USA TODAY NETWORK

With the Jaguars’ current naming rights deal set to expire at the end of the 2024 season, are there any potential names that fans would prefer the ‘Stadium of The Future’ to go by moving forward?

News of the Jacksonville Jaguars ‘Stadium of The Future’ is coming in hot and ready these days, with the team and the city continuing to make progress towards a final agreement with the City Council! However, something that has rarely come up in those conversations is the additional nugget that the Jaguars’ current 10-year, $43 million stadium naming rights deal with EverBank expires at the end of the 2024 season.

EverBank and the Jaguars originally reached a naming deal for then Jacksonville Municipal Stadium back in July 2010 for a little over $3 million per year (capping at $3.5 million in the final year of the deal). That deal was later renewed in 2014, as the team and EverBank entered the final year of that contract. That 2014 extension increased the per-year rate to $4.3 million per year.

It is possible that EverBank will again choose to extend the current contract a second time, as we now enter a contract year. However, as we all know when discussing NFL contracts, yesterday’s price simply isn’t today’s price. The value of NFL naming rights deals operate in many ways like the value of a player. By this, I mean the contract rate normally increases at renewal either when a stadium undergoes improvements or when the on-field product improves. Additionally, with the pending (likely coming) stadium enhancements, negotiations could be made slightly more convoluted in agreeing on a fair price point for the season(s) with no home games played.

As mentioned above by James Johnson of the Touchdown Jaguars podcast (and formerly with Jags Wire), the more recent NFL stadium naming deals have drastically increased over the past few years. Per Sportsbook Review,

NFL stadium naming rights sponsorships have increased by a whopping 81% over the past 10 years.

Based on this information, a naming rights deal that once cost Everbank $4.3 million in 2014 could end up costing approximately $7.8 million or more in 2025 dollars. More importantly, the most recently signed naming rights deals were worth:

  • Cincinnati Bengals Paycor Stadium (2022 for $8-12 million)
  • Pittsburgh Steelers Acrisure Stadium (2022 for $10+ million)

Of the more recent stadium deals signed, the true price point would seem to fall anywhere from $7 million to $25 million per year.

To be clear, I love calling the stadium ‘The Bank’ and hope it remains that name moving forward. However, with an understanding of the difficult conversations that lie ahead, are there any larger local companies that you feel the Jaguars could or should consider for 2025 stadium naming rights? Are there any company names that you like how it sounds, how it looks on the stadium, or maybe it just seems to fit the team?

My initial thoughts was something like Bacardi Bottling Corp Stadium (aka the Bacardi Bowl) or Baptist Health Field, since Bacardi and Baptist are major Jacksonville employers that also feel like realistic options.

But, those are just one writer’s random suggestions. What are yours? Let us know in the comments!

Originally posted on Big Cat Country – All Posts