The Jaguars didn’t just hear Sean Payton’s “small market” comment last week - they took it personally. And they turned it into fuel.
When the Broncos head coach casually referred to Jacksonville as a “smaller market,” it didn’t go unnoticed in Duval. Jaguars head coach Liam Coen made sure of that.
He brought it up in the locker room. He mentioned it again in his postgame press conference.
And chances are, he’ll keep that chip on his team’s shoulder firmly in place as they push toward what’s shaping up to be a serious postseason run.
On Monday, Payton addressed the comment that’s now become Jacksonville’s unofficial rallying cry.
“It was very complimentary, and those guys are playing outstanding football,” Payton told reporters. “That topic came up strictly because, hey, not enough of the country has seen how good these guys are playing.
The point is, listen, that was a good job by Liam. He was looking for a rallying cry.”
Payton clarified that his intention was never to slight the Jags. In fact, he emphasized how impressed he’s been with their performance this season.
“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.’ I spent 16 years at a small market. It was just a way for a coach to take it and use it to his advantage.”
And that’s exactly what Coen did. Because this is what coaches do - they find motivation wherever they can.
Whether it’s a real slight, a perceived one, or something that just sounds like disrespect when said with the wrong tone, it becomes bulletin board material. That’s part of the job: keep the team sharp, focused, and fired up.
Here’s what Payton actually said last week: “As you look at them and you watch the tape, it’s a smaller market but you see a real good team.”
That’s not exactly trash talk, but it was enough. Enough to give the Jaguars a reason to lean into their underdog identity - a team fighting for national recognition despite sitting near the top of the AFC standings.
And let’s be real: the NFL didn’t exactly do Jacksonville any favors with the Week 16 schedule. One of the most intriguing matchups of the week was left in the 4:05 p.m.
ET regional window, rather than being flexed into a more prominent slot. The league chose to spotlight Steelers-Lions at 4:25 p.m. and Patriots-Ravens in prime time, bumping Bengals-Dolphins in the process.
That decision says a lot about how the league and its broadcast partners still view the Jaguars - as a team that doesn’t move the national needle, no matter how well they’re playing.
So if you’re looking for someone to be frustrated with, don’t point the finger at Sean Payton. The man gave a compliment that got twisted into motivation. If anything, be frustrated with the league for continuing to overlook a team that’s proven it belongs in the playoff conversation - and maybe even more.
Jacksonville is the 41st biggest media market in the country. That’s just ahead of Harrisburg, Pennsylvania.
Yet they’ve got one of the 32 NFL franchises. And right now, they’ve got a squad that’s playing like it belongs in the top tier of the league.
So if “small market” is the label they’re being given, they’ll wear it proudly - and use it to keep proving people wrong. Because when you’re winning games and climbing the standings, it doesn’t matter how big your market is. What matters is what you do when the lights come on - no matter how bright they are.