The Jacksonville Jaguars’ have embarked on a $1.4 billion renovation of EverBank Stadium to include updated seating, additional communal spaces, in-bowl technology, and a first for NFL stadiums: storage for die-hard fans’ ashes.
According to Outkick, the Jaguars announced the 904Ever Club as a $6,000 opportunity for fans to submit personal artifacts, including their ashes. The 904Ever Club installation will include a 14-foot by 14-foot memorial wall in the plaza with a large bronze or granite football atop the structure.
The Jaguars partnered with Eternal Fan to bring the project to life.
“Would I say it’s a brick on steroids? Yeah, maybe,” Eternal Fan founder Matt Linn told Front Office Sports. “But at the end of the day, we’re creating a type of fan engagement—fan legacies—that’s kind of never been done before.”
Linn created Eternal Fan in 2015 after a career in funeral services, but the EverBank Stadium installation will only be the company’s second installation. There is another installation of fan ashes at the Richmond Raceway in Virginia.
The Jaguars’ senior vice president of corporate partnerships said the team “partnered with Eternal Fan out of a desire to create a lasting tribute to the unwavering commitment of their fans. The monument will be accessible 365 days a year once finished, though Eternal Fan will control when customers can open and fill their ‘fan spaces’ with approved items.”
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The $6,000 tier offers fans private memorial spaces and invitations to private events, but spaces in the 904Ever Club can be obtained at lower tiers priced at roughly $3k and $1k. Those membership tiers offer communal storage spaces for “living memory pouches.”
Neither officials from Eternal Fan or the Jaguars would specify how many fans have bought a space in the 904Ever Club, but they did confirm that several spaces have been purchased and many are motivated by memorializing a Jaguars fan who has passed away.
Eternal Fan and the Jaguars are also creating contingency plans for the 904Ever Club should the franchise ever move cities.
“This ultimately isn’t for everyone,” said Linn. “Maybe it ends up being right for half of Division I schools and half of the NFL. We want to make sure we can service everything properly, and we want to pick the right partners. This is a permanent piece of fandom — you have to get in there with [teams] and make sure they’re really going to be deeply connected.”
