Jacksonville Jaguars fans will soon be able to spend their final resting place parked right outside the team's new home. The Jaguars have partnered with Iowa-based Eternal Fan to build the 904EVER Club, a memorial installation where fans can store cremated remains, hats, photographs and other mementos near the team's under-construction Stadium of the Future, with introductory membership prices ranging from $904 to $5,904.
A Monument Named for the Area Code
The 904EVER Club takes its name from Jacksonville's area code, according to jaxdailyrecord.com, which first reported that the Jaguars and Eternal Fan were building a space in or near the Stadium of the Future. Renderings reviewed by Front Office Sports show a blockish structure made of bronze or granite, topped with a giant football bearing the Jaguars logo and the club's name, set to measure roughly 14 feet by 14 feet on the plaza outside the stadium. The exact spot within the stadium grounds has not been determined, per the jaxdailyrecord.com report.
The Jaguars are marketing the installation directly to fans, too. The team's own site describes it as an exclusive fan experience coming to the Jaguars.com 904EVER Club page, which frames the memorial as a place where fandom lives forever. The Stadium of the Future itself remains under construction and is slated to open ahead of the 2028 NFL season, according to the same Front Office Sports report.
Three Tiers, With Prices Up to $5,904
Fans can choose from three membership tiers once the club opens. The entry-level option runs $904, a mid-tier option costs $2,904, and the top-tier Founders Level costs $5,904 and includes a private space within the memorial plus invitations to special events, per Front Office Sports. Lower tiers provide communal storage for items placed in what the company calls living memory pouches, rather than a private space.
Items allowed inside the monument include hats, photographs, personal memorabilia, sealed urns and cards, the jaxdailyrecord.com report states, with Eternal Fan indicating sealed urns could contain cremated remains. According to pricing details published on the 904EVER Club's Eternal Fan enrollment site, buyers can pay in full upfront or choose an installment plan of either 20% every 30 days for five payments or 10% every 30 days for 10 payments.
Eternal Fan also controls when customers can actually open and fill their spaces with approved items, the enrollment site notes. The company sets all the membership prices and keeps the resulting revenue, while covering the costs of construction and operation, including annual fees for use of the Jaguars brand and stadium grounds, Front Office Sports reported.
Permanent Fixture or Portable Structure?
Accounts of the memorial's permanence diverge. A report from funeralvision.com describes the Jaguars installation as a permanent, team-branded structure designed to house fan spaces. But Eternal Fan's own 904EVER Club enrollment site states that the monuments and structures are portable and moveable, a detail that matters if the team's stadium situation ever changes.
Eternal Fan's chief marketing officer, Brad Zimmerman, told Front Office Sports that a portion of each sale goes into a stewardship account dedicated to maintenance, security and insurance. Zimmerman said buyers tend to fall into two categories: those purchasing to honor their own fandom while still alive, and those buying to memorialize a Jaguars fan who has already died. He declined to specify how many spaces have sold so far, according to the same report.
A Second Sports Deal, With More on the Way
Jacksonville marks only the second sports property to embrace Eternal Fan's concept, following Richmond Raceway in Virginia, which installed a 21-foot stainless-steel memorial shaped like an engine piston on its grounds in 2018, Front Office Sports reported. Eternal Fan is now targeting partnerships with other NFL and college football programs, and the company told the outlet it is nearing completion of a deal with a second, unnamed major Division I university.
The company has also expanded its reach within Florida. Eternal Fan announced a partnership with The Wilbert Group to build a dedicated sales channel in the state, with Wilbert serving as the exclusive construction partner for the memorial monuments, according to the funeralvision.com report, which described the Florida rollout as the first phase of a broader national expansion strategy.
The business model lines up with a broader shift in how Americans handle death. The National Funeral Directors Association projected the U.S. cremation rate would reach 63.4% in 2025, more than double the 31.6% burial rate, according to nfda.org.
Echoes of Seat Licenses — and a Columnist's Skepticism
The arrangement has drawn comparisons to another long-running NFL revenue strategy: personal seat licenses. As Cleveland.com columnist Terry Pluto noted, personal seat licenses have become a routine way for NFL teams to raise money when building new stadiums, requiring fans to pay for the right to buy a ticket before paying for the ticket itself. Pluto compared the concept to paying for the right to use a grocery cart, and observed that the NFL is highly adept at making money from nothing. He also pointed out that the 904EVER Club's top membership tier costs roughly twice as much as cremation itself.
Personal seat licenses were first used in Charlotte to help recover construction costs for the Carolina Panthers' stadium, which opened in 1996, and pricing for new stadiums under construction in Buffalo and Nashville starts at $750, according to the same Cleveland.com report. The Browns sold about 57,000 personal seat licenses ranging from $250 to $1,500 per seat before their current stadium opened in 1999, with no charges for the 10,000 Dawg Pound seats. The Jaguars, meanwhile, have said personal seat licenses are not part of the financing plan for their stadium renovation.
Eternal Fan has broader ambitions beyond football stadiums, aiming to eventually expand its memorial concept into concert venues, amusement parks and golf courses. For now, Jacksonville fans weighing a spot in the 904EVER Club will have to wait for the Stadium of the Future to open before their spaces — and their ashes — can officially move in.
