#13 Jasmine McCrawford, Jacksonville Jaguars — “We’ve lowered average season ticket member age by 10 years”

Jasmine McCrawford is Director of Brand & Strategic Initiatives at the Jacksonville Jaguars. One of the NFL's youngest teams, the Jaguars are executing a bold strategy to reach and engage fresh audiences in ways other teams haven't yet dared.

The most-travelled NFL team, with a decade of international games at Wembley Stadium in London, the Jags puts equal focus on maximising engagement on home turf, battling against powerhouse college teams and leading NFL franchises.

In this episode, Jasmine deep dives into how the Jacksonville Jaguars target demographics ranging from female fans to international audiences, with insight-driven marketing strategies. Micro-influencers and lifestyle brands all play a role in the Jags’ inventive strategy, as the NFL team continues to redefine what it means to be a Jaguars fan – from London to Jacksonville itself.

In episode 13 of The Fan Engagement Podcast, you’lll discover:

1:39 How the Jags fanbase is rapidly changing – and why
4:22 How the NFL team is tapping in to the growth of female fandom
6:57 How the Jags are luring fans away from the NFL’s most-followed teams
9:32 The power of brand and how the Jags partners with brands to strengthen affinity
11:08 How the Jags tailor fan experiences for the UK market
13:24 How the Jags builds lasting fan connections all around the world
14:51 How the Jags' exclusive merch drop is converting loyal fans into buyers
16:26 How the Jags uses social listening to discover micro-influencers
19:56 How on-field activations fuel digital engagement & sponsor activation
22:45 The key KPIs driving the Jags’ marketing strategy this NFL season