The Jacksonville Jaguars are fresh off one of the best regular seasons in franchise history, going 13-4 and winning the AFC South in the process.
At the center of the Jaguars resurgence is first-year head coach Liam Coen, an offensive mind who helped get the best out of quarterback Trevor Lawrence. Besides the offensive success, Coen's proved to be a strong leader, rallying his team every step of the way.
The biggest example of this came late in the regular season, when Coen used a "small market" comment from an opposing head coach as a way to motivate the team. Here's how Coen helped the Jaguars embrace their small market as part of their big season.
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Who said Jaguars were a 'small market' team?
Denver Broncos head coach Sean Payton called the Jaguars a "smaller market" team before the two played against each other in December. Then, the Jaguars beat the Broncos in perhaps their signature win of the season.
When Liam Coen spoke with the media after the game, he appeared to take a shot at Payton's comments.
"Great team effort. Just thankful that a small market team like us can come into a place like Mile High and get it done," Coen said.
"A small market team like us can come into Mile High and get it done."#JAXvsDEN pic.twitter.com/2V2i8UiKrO
— z - Jacksonville Jaguars (@Jaguars) December 22, 2025
What did Sean Payton say about Jaguars?
In the lead-up to the Broncos' matchup against the Jaguars, Sean Payton referenced Jacksonville's market as part of his description of the team.
"As you look at them and you watch the tape, it's a smaller market but you see a real good team," Payton told the media.
The Jaguars then went on to beat the Broncos in Denver, which marked the Broncos' third and final loss of the regular season. However, Payton claimed that his comments were meant as a compliment to Jacksonville.
"My press conference, it was very complimentary and those guys are playing outstanding football," Payton said. "That topic came up strictly because, 'Hey, not enough of the country has seen how good these guys are playing.'"
Payton also had no issue with Coen taking a shot at him after the game.
"The point is though, listen, that was a good job by Liam," Payton said. "He was looking for a rallying cry. Obviously, if you were listening to the press conference, the intention was strictly, 'Hey, quietly, these guys are sitting here right near the top of the AFC, they’re ready to win their division.'"
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Are the Jaguars a small market team?
The Jaguars are not only a small-market team, they are one of five smallest-market teams in the NFL. Only the Green Bay Packers, Buffalo Bills and New Orleans Saints have smaller markets based on the metropolitan 12+ population.
Additionally, the Jaguars are the only professional sports team based in Jacksonville, another sign of the city's small market reputation.