JACKSONVILLE, FLORIDA – OCTOBER 6: Trevor Lawrence #16 of the Jacksonville Jaguars celebrates in the third quarter of the NFL football game against the Seattle Seahawks at Everbank Stadium on October 12, 2025 in Jacksonville, Florida. (Photo by Logan Bowles/Getty Images)
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In his teal-accented truck, Tony Fine has driven 100 miles to Jacksonville from his home in Ocala, Florida, for every Jaguars home game, and he’s seen it all. Whether it was the NFL-best 14-2 record in 1999, the comeback against the Los Angeles Chargers in the 2022 playoffs, or the franchise-worst 52-6 loss against the Detroit Lions last season, there’s nothing he hasn’t seen in his 30 years as a Jaguars fan. But right now, it truly feels like a new era is beginning in Duval County.
“This team seems hardier,” Fine said. “Everything just seems stronger than it has been.”
Sure, there’s been hope after a coaching change before, but something feels different under first-year head coach Liam Coen. The Jaguars are 4-2 after six games, with wins over the San Francisco 49ers and Kansas City Chiefs. Travis Etienne is sixth in the NFL in rushing (470 yards), Devin Lloyd leads the league in interceptions (4), and the Jaguars, as a whole, have the most takeaways (14) through six games. Fans are excited, believing that what’s being built is something that hasn’t been seen since the late 1990s-early 2000s.
“I’ve been a season ticket holder for 30 years,” said season ticket member Steve. “This is the first time since Tom Coughlin where it feels like they have the right guy leading the team. Coen’s not afraid to show his emotions and be honest with how things are going. We’ve been missing that here for a long time.”
While many fans who spoke ahead of the team’s Week 6 game against Seattle felt the same way, there was some cause for concern when cameras caught quarterback Trevor Lawrence waving off Coen late in the fourth quarter of Jacksonville’s Week 2 loss to Cincinnati. While social media, podcasts, and TV shows questioned whether trouble was already brewing between the two, many fans found it refreshing to witness a quarterback and coach who were unafraid to disagree or challenge each other in high-pressure situations.
“This is his (Lawrence’s) fifth year; I think he should be doing that,” season ticket holder Daniel Kohn said of what he feels is a growing passion from Lawrence. “He should have been doing that two years ago, but I don’t think it’s a bad thing.”
For Lawrence, the moment may have reflected something more than frustration: growth. Once heralded as a generational prospect, Lawrence has spent his early career navigating instability, coaching changes, and roster rebuilds. Now, with Coen’s leadership and a more complete roster, he finally seems to be stepping into the role of vocal leader fans have long hoped to see.
That energy isn’t just on the sideline; it’s in the stands, too. The Jacksonville fan base is one that’s had its share of ups and downs over the last three decades. They’ve seen the cycle before—brief flashes of hope followed by quick collapses. From the 2017 “Sacksonville” squad that fell apart within a year to constant front-office turnover, skepticism runs deep in Duval. But this time, the optimism feels more natural, built on both performance and a developing identity.
For a city often overlooked on the national stage, the Jaguars have always been a point of pride and a unifying force in the region. As the team rises again, so too does the swagger that defines Jacksonville’s blue-collar, loyal fan culture.
“This fan base is amazing, and people don’t seem to notice it,” Fine said. “There’s been times where fans haven’t shown up because the product hasn’t truly been worth supporting, but look at last week against Kansas City. Look at what that stadium is like when the team looks like they’re putting in the same effort that the fans have.
“This fanbase is energized, and we’re just ready for the turnaround.”
For fans like Fine, Kohn and others this isn’t just a strong start to a season, it’s the beginning of a Jaguars era they’ve been waiting decades to see.
Source: https://www.forbes.com/sites/mikestraw/2025/10/14/jacksonville-jaguars-fans-finally-believe-again-in-2025/
