The Jacksonville Jaguars Stink. That Won't Stop the Party in the Stands

The Jacksonville Jaguars stink. So to get people to games, the owner has turned the stadium into a Vegas-style club
Photograph by Noah Rabinowitz for Bloomberg Businessweek

It’s 94 degrees on a Thursday afternoon in August, and DJ Kid Nemesis is spinning house music while women in Burning Man-esque butterfly outfits dance on a deck above his booth. Go-go dancers in boots, fishnets, and football jerseys gyrate on stages near a swimming pool, where a bunch of shirtless, tattooed guys pay $160 for a bucketful of Patrón Silver tequila and mixers. Then the music stops, and they all face the end zone, hands over hearts, for the National Anthem. The least popular team in the NFL, the Jacksonville Jaguars, runs onto the field to take on the Atlanta Falcons in a preseason game at EverBank Field. For once, the fans cheer loudly.

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