The Jaguars' corporate sponsors are examined by Earl
Daniels in the FLORIDA TIMES-UNION. While company and
Jaguars officials won't disclose the price of sponsorships,
Daniels notes each sponsorship costs as much as $250,000,
with many sponsors spending an additional $100-200,000 in
supporting ad buys and player appearances. A survey by an
independent market research firm hired by the Jaguars
asking which companies people associated with the Jaguars
showed 89% associated Baptist/St. Vincent's Health System,
the Jags' Official Health Care Provider; 88% associated
Jags' sponsor Burger King and 87% associated the team's
Official Bank, First Union National Bank of Florida. Even
though McDonald's is the NFL's official fast-food
restaurant, Burger King, which has its logo on the outside
of a stadium scoreboard and uses QB Mark Brunell in ads,
gets a "football boost." Burger King VP/Marketing for
Jacksonville Area Beverly Jelinek: "We have had two of the
best years at local stores and I am sure the Jaguars have
had something to do with that." First Union, which holds
the Jags' corporate account and that of 12 players, also
uses Brunell in commercials and reported that $3M worth of
Jaguars certificates of deposits were opened in a two-week
period (FLORIDA TIMES-UNION, 2/11).
