Jaguars To Leverage Military Connections In Building Team Brand

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The Jacksonville Jaguars are building a team brand and identity around the city’s military presence, team president Mark Lamping said Thursday. Lamping, who joined the Jaguars in January, spoke to members of the Urban Land Institute about the team’s business initiatives. The military-inspired brand will build on the principles of commitment and sacrifice, Lamping said. “It’s a simple thing to rally around,” he said. “Even if you’re the most cold-hearted S.O.B. and don’t care about the military, you have to admit that they’re extremely important to the quality of life in Jacksonville.” Lamping was president and CEO of MetLife Stadium, home of the New York Giants and New York Jets, from 2008 through early 2012. When he first stepped into the role of team president, Lamping said he wouldn’t accept the market’s small size as an excuse for blackouts or ticket sales. “We don’t believe anyone owes us anything. It’s not your civic responsibility to support the team,” he said. “It’s our business responsibility to earn your support. That’s how we’ll conduct business, and we’re excited about our prospects.”

Source: Sporting News