JACKSONVILLE, Fla. -- In an effort to bring more heads in beds up to the River City, Visit Jacksonville teamed up with the Jaguars for a promotional billboard. But the face of the promotion, Maurice Jones-Drew, or Mojo as most know him, so far is a no show.
Drivers along a stretch of I-95 south of Palm Coast are greeted with an invitation from the Jags and the city of Jacksonville. "Be all in for the weekend," the billboard reads. A call for football fans to take in a game and the beautiful River City for a couple days. The face of the roadside marketing is Mojo. Our star running back who, as of right now, you won’t see suited up at EverBank Field.
David Lamm, a sports radio commentator with 1010XL, says even though Jones-Drew is a no show, he is still the face of the franchise.
"I'm sure they thought OK, he'll hold out during the off season, make his point and then when camp starts he'll come in a day or two late,” said Lamm.
Some fans have asked if the billboard will be changed since it sells fans on a Mojo moment in Jacksonville. The Jaguars front office says they started the marketing campaign in the spring and couldn't predict Maurice Jones-Drew would still be missing in action.
Lamm says Mojo doesn't have a lot of leverage to stand on and predicts he'll suit up by the first regular season game. "I can't imagine him not reporting. He's got no defense. Does he want to lose $5 million? I can't image he does because clearly this is all about the money."
The Jaguars can fine Jones-Drew up to $30,000 for every day he fails to report. That brings the total to $660,000 on Thursday.