In a first-of-its-kind agreement, the Jacksonville Jaguars are partnering with a company to create a monument in or near the team’s “Stadium of the Future” in which fans can place their cremated remains, gear and other personal items to memorialize themselves and their passion for the NFL franchise.
Eternal Fan, based in Cedar Rapids, Iowa, announced in a news release that its 904EVER Club at the stadium would be part of its “fan-focused memorial offerings” for “families seeking meaningful, lasting ways to preserve legacy and identity.”
A website for the club, 904everclub.goeternalfan.com, shows a rendering of a block-like monument topped by a football-shaped marker reading 904EVER Club and bearing the Jaguars’ logo.
The site says items that can be placed in the monument include hats, photographs, personal memorabilia, sealed urns and cards.
Brad Zimmerman, chief marketing officer for Eternal Fan, confirmed in a May 14 phone interview that sealed urns could contain cremated remains.
Zimmerman said the company’s founder, Matt Linn, is a former college baseball player who owns a funeral home in Cedar Rapids. Zimmerman said Linn started Eternal Fan as a way to combine the mortuary business and sports.
“He’s very disruptive in his thinking,” Zimmerman said.
Eternal Fan’s first monument is at Richmond Raceway in Virginia. It resembles an engine piston.
Zimmerman said the company is seeking partnerships with college sports teams, concert venues and other operations.
He said the contract with the Jaguars, the first and so far only NFL team to partner with Eternal Fan, came after the company tested the concept last year in Jacksonville by bringing 50 prospective customers to the Dec. 14 game between the Jaguars and New York Jets.
Jaguars spokesperson Lyndsay Rossman, in response to an emailed question, confirmed that Eternal Fan is a corporate partner with the Jaguars and that the 904EVER Club installation is part of the “Stadium of the Future” plans. The location is to be determined, Rossman said.
On its site, the 904EVER Club offers fans an introductory price of $904 to $5,904 for what the company calls Fan Space in the monument.
The site provides information in a question-and-answer format, such as:
“Do people really want a Fan Space® at Stadium of the Future after life?”
“Yes! With industry research and cremation rates rising plus the demand to do something they love; a true Jaguars fan would cherish this opportunity once activated. This is a limited opportunity to “own” a piece of Stadium of the Future.”
The site explains that the monuments are portable and moveable in case the team moves to a new stadium.
In the news release, Eternal Fan said the monument would be built by The Wilbert Group, whose divisions include Kansas-based Wilbert Funeral Services Inc. That company provides burial vaults, cremation products and related items.
The $1.45 billion project to transform EverBank Stadium into the “Stadium of the Future” is expected to conclude before the 2028-29 NFL season.
Construction began in early 2025 after the city of Jacksonville approved $775 million in public funding for the project, with the Jaguars providing $625 million.
Features of the new stadium’s design include a partial roof cover, expanded and elevated concourses, a park-like entrance, corner openings to improve airflow and a reflective outer coating designed to reduce interior heat.
Jacksonville City Council finalized the agreement in June 2024 to modernize the stadium and keep the team in it for 30 years.
The $1.45 billion package of legislation, Ordinance 2024-0904, included funding for the stadium’s makeover, the 30-year lease, a nonrelocation agreement and $56 million in spending on riverfront parks and the stadium-adjacent flex field.