NFL American football franchise the Jacksonville Jaguars has expanded its existing partnership with apparel company Grunt Style to introduce what it claims will be a unique game day experience at its EverBank Field stadium.

The new agreement will result in the creation of Camp Grunt Style, a comprehensive military-inspired rebranding of the north deck at EverBank Field, which is home to the famous spas and cabanas installed at the stadium.

The first-of-its-kind environment in professional sports is designed to allow fans to celebrate and salute active duty, reserve and veteran military personnel in three ways. ‘Hometown Pride’ will see the military bell and all in-game military ceremonies relocated to Camp Grunt Style as a central focal point for honouring these individuals.

‘Athletic Challenges’ will lead to the introduction of a game day competition in which fans can compete with others at interactive challenges to claim their spot on the leaderboard and win Grunt Style apparel. Camp Grunt Style will also feature a space to not only recognise the Jaguars’ traditional Veteran of the Game, but also memorialise all those who have served.

As is tradition, all visitors at EverBank Field, regardless of seat location, will be allowed to visit Camp Grunt Style on game day. Fans can get free Grunt Style merchandise and sample Merica Bourbon Whiskey, Grunt Style’s signature beverage, at bars located on the deck.

In addition, a new American-themed menu will be unveiled, while the Grunt Style 5th Quarter will offer a post-game celebration of music, appearances by mascot Jaxson De Ville, Jaguars cheerleaders and an opportunity to view the afternoon and evening NFL games on the stadium’s video boards.

“Jacksonville’s identity locally and to the world is being home to the Jaguars and to the men and women, past and present, who serve our country,” Mark Lamping, president of the Jaguars, said. “Camp Grunt Style, as our fans will see in several months, will bring to life who we are and what we believe in with a game day experience that will be unlike anything in the NFL. “

Grunt Style founder and chief executive, Daniel Alarik, added: “Camp Grunt Style builds on this recognition of Jacksonville’s deep military heritage in a unique, engaging way that will thrill fans and take their game-day experience to a higher level.”

Camp Grunt Style will open to the public in August when the Jaguars open their 2018 preseason schedule against the New Orleans Saints.

Image: AndrewAvitus