Every football season brings narratives — the breakout teams, the sleepers, the underdogs. But few storylines have struck a chord this year quite like the one surrounding the Jacksonville Jaguars and the national perception of them as a “small-market team.” What could have been a dismissive line in a coach’s press conference has instead become motivation, rallying the entire franchise and fanbase around a singular belief: they aren’t here to be overlooked.
The Comment That Sparked a Fire
In the lead-up to a Week 16 showdown against the Denver Broncos, Broncos head coach Sean Payton referred to the Jaguars as a “smaller market” while still acknowledging their on-field talent, which might have been a footnote for some teams. For Jacksonville, it was bulletin-board material. Jaguars head coach Liam Coen didn’t walk back the comment — he leaned into it. In his victory speech after a 34–20 win in Denver, Coen quoted the “small-market” line and used it to validate what his team has been building: belief, grit, and a refusal to be dismissed.
Fueling the Underdog Mentality
Instead of shying away from the label, the Jaguars have embraced it as fuel. Players and coaches alike have used the narrative of being underestimated to create a shared identity — one rooted in proving doubters wrong rather than chasing headlines. After their win in Denver, defensive end Travon Walker made it clear that the team wanted to define themselves on their own terms, not through external praise or commentary. Quarterback Trevor Lawrence echoed the sentiment, admitting that the team doesn’t mind being overlooked — in fact, he hopes the skepticism continues because it keeps the focus where it belongs: on their work and momentum.
Why “Small Market” Misses the Bigger Picture
Calling Jacksonville a “small market” may make for catchy headlines, but it oversimplifies the city and the team’s impact. Jacksonville is consistently ranked among the larger metropolitan areas in the country, yet the NFL’s media coverage tends to focus on traditional powerhouses in larger media markets. That disconnect between perception and reality is exactly what the Jaguars are using as motivational fuel. More importantly, the “small-market” tag overlooks the culture and momentum the Jaguars have built — a culture that has them leading the AFC South and playing with confidence and swagger. Instead of being defined by market size, they’re defining themselves by performance.
Turning Doubt Into Drive
There’s a long tradition in sports of underdog teams using doubt to elevate their play. From bulletin board material to motivational mantras, skepticism often becomes a team’s secret weapon. The Jaguars have tapped into that tradition perfectly: they see every slight — real or perceived — as another reason to tighten their focus and sharpen their execution. And as they continue to win — especially against high-profile opponents — the narrative begins to shift. What started as a “smaller market” quip has transformed into a statement about resilience, identity, and ambition.
In Jacksonville, market size doesn’t define the Jaguars — heart does. And this season, that heart is leading them straight into the conversation about real contenders in the NFL.