JACKSONVILLE, Fla. – Jaguars fever has taken over Northeast Florida as fans prepare for this weekend’s playoff game, a complete reversal from seasons when the team’s struggles left some supporters emotionally drained.
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In 2022, the franchise’s poor performance filtered into therapy sessions, clinical psychologist Dr. Justin D’Arienzo said.
“Talking about the Jags is a common occurrence in my psychotherapy sessions,” D’Arienzo said, adding that many long-time season-ticket holders had given up on the team.
By 2026, the mood had flipped.
Mark Braddock, owner of 8103 Clothing Inc. in Jacksonville Beach, said morale among fans is “100%.” As soon as the store opened, customers began filing in looking for Jaguars merchandise. “It’s definitely new. It’s flying,” Braddock said. “We actually just had to take it offline because we’re getting caught up and driving traffic all to the store this week.”
The shop is careful not to call its goods official NFL or Super Bowl merchandise, but items such as apparel celebrating the AFC championship have been popular.
One fan received an unexpected playoff boost. Eric Dunn, who sat in the upper deck at last week’s game, said a mocking social media message from a Texans fan drew a private response from Ashley Coen, wife of Jaguars head coach Liam Coen. She offered Dunn two tickets for Sunday’s game.
“I was actually shocked,” Dunn said. He described the ticket transfer as seamless. “She DM’d me and asked for my number to transfer tickets to my phone.”
Unlike the despondent fans of past seasons, Dunn will return to EverBank Stadium this weekend with a grin.