Competitive Edge - Sports & Entertainment Marketing News

How Jaguars’ ‘Duuuval’ rally chant captured Jacksonville


D’Ernest Johnson was pretty sure the Jacksonville Jaguars fans were booing.

The running back didn’t understand why because the game between his team, the Cleveland Browns, and the Jaguars in 2020 at EverBank Field was tight. Plus, the “booing” was happening during breaks in play, and that didn’t make sense, either.

Click here to read the story at

Discussion Questions:

  1. What is fan experience?
  2. Why is attendance important at sporting events from a revenue perspective?
  3. What factors might influence fan experience at a stadium?
  4. How might fan experience impact attendance?
  5. What are “traditions” as they relate to sports?
  6. What is fandom?
  7. How do traditions help to elevate levels of fandom at sporting events?
  8. Based on what you learned from this story, describe the “Duval” chant tradition at Jaguars games.
  9. How might the chant help to establish loyalty with Jaguars fans?
  10. How might the team use “Duval” in its marketing? Be prepared to share your ideas in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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