Jacksonville Jaguars Trademarks

The Jacksonville Jaguars are a Jacksonville-based professional American Football team. They compete in the NFL as a member of the AFC South Division.

They were founded in 1995 as an expansion team alongside the Carolina panthers. The Jaguars began under the AFC central division before being reassigned in 2002. Wayne Weaver owned the franchise, but he sold it to Shahid Khan in 2012.

The team plays home games at TIAA Bank Field, formerly known as Jacksonville Municipal Stadium, located north of the St. Johns River. The stadium has a capacity of almost 70,000 and has been home to the Jaguars since the first season in 1995.

The Stadium has been used for the Jaguars’ Super Bowl and playoff games, including the AFC Championship Game in 1999. It also hosted the ACC Championship from 2005 to 2007 and the River City Showdown from 2007-8.

The Stadium recently enjoyed over 60 million dollars of investment, 20 million of which was fronted by Shahid Khan.

The Jaguars impacted the NFL by qualifying for the playoffs for four of their first five seasons, and they were the youngest NFL expansion team to appear in a conference championship (in their second season). They enjoyed plenty of early success, though this waned as time passed. For example, they’re one of only four NFL franchises to have never played in the Super Bowl.

The Jaguars have several famous rivalries, most notably with the Indianapolis Colts, Tennessee Titans, and Houston Texans. The Titans rivalry dates back to 1995 when the Jaguars entered the NFL.

During the 1995 season, the Jaguars won against the Titans (playing as the Houston Oilers). The feud heated up in the late 90s as the team battled it out for the top spot in the AFC Central rankings. In 1999 the Titans beat Jacksonville, but the rivalry continued as both teams were formed into the AFC South in the early 2000s. In addition, the Jaguars have geographic rivalries with other Florida-based teams, the Tampa Bay Buccaneers and the Miami Dolphins. They all play with each other regularly. The Jaguars have also had a minor rivalry with the Pittsburgh steelers, consistently joining them in the playoffs. The rivalry reached new heights when the Steelers and Jaguars joined the AFC North and South, respectively. As of 2022, the Head Coach is Doug Pederson. Doug Pederson is a distinguished coach and player, as he’s won the Superbowl as both a player and a Head Coach.

Famous former Jaguars players include Dan Skuta, Mark Brunell, and Jimmy Smith.

Famous Jacksonville Jaguars trademarks

Like most football teams, the Jacksonville Jaguars have a decent collection of intellectual property. The Jacksonville Jaguars registered their first trademark in 1996. Let’s take a look at some of the most well-known Jacksonville Jaguars trademarks. All are registered under Jacksonville Jaguars, LLC.

Jacksonville Jaguars

The first trademark application submitted by the Jaguars is for the team name. The wordmark was registered in 1996, following its first use in 1993. The trademark applies to:

  • Posters, trading cards, football books, and magazines designed to promote the Jacksonville Jaguars national football league team
  • Fleece tops, T-shirts, wind-resistant jackets, parkas, sleepwear, robes, pajamas, and other clothing
  • Football helmets
  • Jewelry and accessories, including pins, watches, etc.
  • Entertainment services in the form of professional football games and exhibitions
  • Golf bags, bowling balls, golf balls, and other sports equipment
  • Exercise equipment, including stationary exercise bikes and barbells

Jaguars logo

The basic Jaguars logo, registered in 2001 following its first use in 1995, consists of a sideways profile of a jaguar running. The Jaguars logo is a crucial part of its branding. It was registered for use in:

  • Goods and services, including posters, calendars, trading cards, books, magazines, notepads, etc.
  • T-shirts, swimwear, scarves, aprons, and other clothing
  • Entertainment services, including professional football exhibitions and games

Related: Trademarking a logo, step by step

Jaguars head logo

The Jaguars head logo was registered in 2007. It’s styled similarly to the above logo but consists only of a jaguar‘s head. It was first used in 1995 and is registered for use in the following categories:

  • Football helmets
  • Cellphone accessories, including covers
  • Credit card holders
  • Decorative magnets
  • DVDs related to football
  • Jewelry and accessories, including watches, pins, earrings, and more
  • Posters, calendars, trading cards
  • Magazines and publications related to football
  • Paper gift bags and collectibles
  • Pens and pencils
  • Fleece tops, bottoms, headwear, headbands, warm-up suits, tank tops, and other clothing
  • Plush toys, play figures, action figures, Christmas tree ornaments, and other novel items
  • Fan club services, educational services, physical education programs, and other services related to football games
  • Exhibitions and competitions played in front of an audience
  • Television and radio broadcasts

Champions Club logo

The Champions Club is the Jacksonville Jaguars fan club. The logo consists of a shield design with a Jaguar‘s head and the words ‘Champions Club’. The logo was initially registered in 2009, following its first use in 2005. It’s registered for use in:

  • Fan club services


The Jags logo consists of a jaguar‘s head on a shield pattern beneath the word ‘Jags.’ It was first registered in 2017, following its first use in 2013. It’s registered for use in:

  • Headwear and clothing
  • Education and entertainment services related to professional football games
  • Providing online social entertainment related to professional football
  • Radio and television productions related to professional football games

Jaguars Love the Children

‘Jaguars Love the Children’ is the charitable/non-profit arm of the Jaguars organization. This Jaguars trademark filing was submitted in 2001 for use in the following categories:

  • Charitable services, namely, donating game seating, supporting nonprofit community development corporations and teen health clinic programs, and procuring clothing for homeless children, adults, and families
  • Shirts, hats, and other clothing
  • Notebooks, folders, and printed materials, namely, newsletters and booklets in the field of community development and charitable fundraising activities for youths and their families
  • Educational services, namely, providing seminars and courses in the field of teen pregnancy and youth progression
  • Educational programs, namely, learning the art of dance, visual art and musical instruments instruction, reading, teen theater, diversity issues, teen social problems, athletics, and mentoring programs


The recent trademark ‘sacksonville’ (a play on Jacksonville) was submitted to the USPTO for trademark registration in 2017. It was approved in 2019 for use in:

  • Shirts
  • Entertainment services related to professional football games and exhibitions
  • Providing football broadcasts via a global network or online computer service

The Roar Of the Jaguars

The ‘Roar of the Jaguars‘ logo was registered in 2017 and consists of the words ‘The Roar of the Jaguars’ (with a jaguar replacing the ‘O’) and horizontal bars above/below the word ‘roar’. It’s registered for use in:

  • Educational and entertainment services related to professional football games
  • Providing sports and entertainment online
  • Providing radio and TV broadcasts related to professional football
  • Football fan club services
  • Live shows featuring music, dance, and cheerleading performances; organizing sporting and cultural events featuring football

Wrapping up

You’ll need to register your unique branding with the trademark office to protect your intellectual property. Most football teams have an array of trademark registrations, but despite being worth more than 1 billion, the Jaguars aren’t the biggest trademark owners.

The Jacksonville Jaguars own 15 trademarks, though there is scope for them to register more. For example, the Jaguars have not registered chants, slogans, or mascots, though they have registered a charitable foundation.

Xavier Morales, Esq.

About the Author:

Xavier Morales, Esq.

Mr. Morales founded this trademark law practice in January 2007 with the goal of providing intellectual property expertise to entrepreneurs and businesses around the country. Since then, he has filed more than 6,000 trademarks with the USPTO. You can learn more about Xavier here.

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