Newspaper article The Florida Times Union

Front Office Plays Defense on `Jags' Tag

Newspaper article The Florida Times Union

Front Office Plays Defense on `Jags' Tag

Article excerpt


Jaguars offensive lineman Brian DeMarco's In The Trenches

radio show will be broadcast for the next 16 weeks on WVOJ

(970 AM). The family-oriented show will be on from 6:05 to 8 p.m.

each Monday and will be broadcast from Semolina restaurants

in Mandarin and Ponte Vedra Beach.


Ever notice that when Mark Brunell advertises Chevrolet or

Willie Jackson advertises Burger King, they don't wear the

Jaguars' colors or use the Jaguars' name. Bryan Schwartz, when

he promotes his role on WNZS' The Sports Huddle, doesn't

mention the Jaguars, either.

The Jaguars, like all NFL teams, are highly protective about

who can use their name and logo and under what circumstances.

Unless a business, a television station or a radio station has

an official relationship, the Jaguars organization doesn't want

the Jaguars name used.

Thus, while WTLV TV-12, which is the official Jaguars

television station, can use the Jaguars' name for some of its

programming, WJXT TV-4 isn't supposed to. So Brunell's show on

TV-4 is called The Big Cat Gridiron Show and Jeff Lageman's is

called The End Zone.

The same is true in radio. WOKV (690 AM) is the official

station of the Jaguars. When WNZS (930 AM) or WJGR (1320 AM) use

the Jaguars' name in titles of their programs, it makes the

Jaguars unhappy.

"It's a complicated issue," said Dan Connell, the Jaguars'

senior vice president for marketing. "We welcome the support and

the enthusiasm of the community. . . . If it's a charity event

or a community promotion, we try and work with those

organizations to accommodate them as best we can.

"But if it's a commercial tie-in or if it is to create a

perceived relationship or tiein with the Jaguars, we have to

defend those who have paid for that right. …

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