Jacksonville Jaguars

Online booking for Coaching Camp & Playing Academy

The Intro

Florida-based NFL franchise, Jacksonville Jaguars, have been developing a presence in the UK since 2013, following their debut appearance at Wembley Stadium, as part of the NFL International Series.

They’ve since played one of their home fixtures in each subsequent season, with a commitment to continue to do so until at least 2020 – the only NFL franchise (to date) to make such a pledge.

Their Aims

Increase their UK fanbase 

Improve UK brand awareness

Promote their Se7ens Cup Tournament

Increase participation

Their Needs

The Jags needed a website aimed at their UK market and fan-base, which would promote their Playing and Coaching Academies and the Se7ens Cup. The booking system was required to be seamlessly integrated into the site, enabling visitors to quickly and easily book onto courses and sign-up for the events.

Our Challenge

  • Build a fully responsive website that visitors could navigate and book easily on any type of device
  • Adhere fully to the brand image, look and feel of the Jacksonville Jaguars official NFL style
  • Be able to capture data, manage bookings and provide a platform for communicating with customers
  • Complete the project from design stage to booking integration and roll-out within 6 weeks.

The Work

User Experience (UX)

The UX team set to create a site that delivered a seamless, fast booking journey across all devices. This would provide a positive customer experience to encourage more bookings and greater engagement.


The design team created a site that offered a look, feel and consistent brand identity, to ensure that it adhered to the strict guidelines of the NFL. The look also needed to appeal to existing fans and newcomers to the sport

The Booking System

Integrated into the website, the booking system needed to meet the Jaguars clear needs, This included allowing individuals to book only from a ballot of selected players and to create automated process that woud reduce admin.

The Results

37 New Teams

37 teams signing up for the Se7ens Cup in the first year

200 New Players

More than 200 individuals signed up for the playing and coaching academies

2 Month Sell-Out

The 2017 Se7ens Cup sold all 50 available places within 2 months

"The Jacksonville Jaguars Camp and Academy worked with thinkBooker to deliver a new website and online booking system for our UK academies. Every stage has been well organised and professionally managed, from the initial consultation and design through to the launch, and ongoing support. Following the launch of our new online booking processes we’ve seen a lot of engagement from our players and a high volume of bookings proving the success of our new website."

Bertie Graham 
UK Commercial Manager, Jacksonville Jaguars