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Jaguars Renew With Restaurant Chain Dick's Wings & Grill

Jacksonville-based Dick’s Wings & Grill signed a multiyear extension with the Jaguars that will see the chain take over naming rights on TIAA Bank Field’s north end zone deck. The deck will be called the “Rally Zone” or another name that is mutually agreed upon by the Jaguars and the restaurant. Dick’s also will become the official watch party host for Jaguars away games. Prior to each preseason and regular-season away game, the Jaguars are required to post one announcement on Twitter, Facebook or Instagram identifying Dick’s as the team’s official restaurant and bar for away games.

The 11-year extension worth $8.3M replaces the final four years of a five-year, $1.2M deal Dick's parent company, ARC Group, signed with the team in '18. Dick’s will pay the Jaguars $500,000 during the '19 season and $794,444 for each of the next nine seasons, according to a regulatory filing. Dick’s will pay the Jaguars additional fees if the team makes the playoffs. Dick’s also will provide the Jaguars with food, beverages and serving products equal in value to $35,700 during the '19 season, increasing to $40,000 per season for the following six seasons. Dick’s has been a partner with the Jaguars since '13.

TERMS OF REVISED JAGUARS-DICK'S WINGS & GRILL DEAL*
SEASON(S) ANNUAL SPONSORSHIP PAYMENT
'18 $200,000
'19 $500,000
'20-28 $794,444
Total: $7,849,996
SEASON(S) ANNUAL F&B PROVIDED TO JAGS
'18 $35,000
'19 $35,700
'20 $36,414
'21 $37,142
'22 $37,885
'23-28 $40,000
Total: $422,141
Download the
Revised Terms Of Jaguars Sponsorship

*Source: SBJ analysis of documents filed by ARC Group with the SEC.

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