The Jacksonville Jaguars have launched a new program designed to help sponsors drive return on investment.

The NFL team created Jaguars Black to help premium season ticket holders and sponsors maximize client entertainment. The Jaguars are announcing the program at a launch event today and tomorrow at the Orsay restaurant in Jacksonville.

The Jaguars came up with the program after analyzing its season ticket holder base at the end of the 2014 season. A key discovery: Less than 20 percent of season tickets were held by businesses, well below the 30 percent average for NFL teams.

“We had a huge issue: Why don’t we have more businesses in our account base? They don’t see us as the business-generating entity that we are,” said Steven Ziff, the Jaguars’ vice president of marketing and digital media.

Jaguars Black is designed to draw more businesses into the Jaguars fold by demonstrating how hospitality can be used to drive business.

The program includes the following components:

Events & Experiences
To ensure that guests receive the “wow” factor, the Jaguars offer sponsors and season ticket holders a menu of hospitality options that extend beyond seats. Options include pre-game sideline access, chalk talks and video board recognition.

While large accounts will most likely get first dibs on prime assets, the team will work with every sponsor to ensure that hospitality objectives are met.

“We want to make sure that everyone is taken care of. We’ll look for every opportunity to give them what is necessary to find success.”

Business Playbook
The Jaguars have developed a “Business Playbook” that includes tips and best practices on maximizing client hospitality. The document offers a six-step strategy for success ranging from identifying the best customers to invite to the best way to invite them and providing them with an unforgettable experience.

Exposure & Recognition
The Jaguars will provide sponsors and season ticket holders exposure in the new Jaguars Black Book online business directory. The database, which will reside on the team’s web site, will include businesses and contact information for each company.

“It will be a traditional business directory on steroids,” said Ziff, who plans to have the database up and running before the start of the 2015 season.