Pro Sports
Technology
JAGUARS’ ‘STADIUM OF THE FUTURE’ SALES CENTER FEATURES ADVENT’S IMMERSIVE CUBE®
JACKSONVILLE, Fla. – September 17, 2026 – The Jacksonville Jaguars announced the grand opening of the Stadium of the Future Sales Center, where current and prospective Season Ticket Members will be able to visualize and purchase their seating and hospitality options for 2028 and beyond. The centerpiece of the center is The Immersive Cube®, created by Advent.
“From the moment our current and future Season Ticket Members come through the front doors, they will be immersed in an experiential journey crafted to truly ‘wow’ the fanbase,” said Jaguars President Mark Lamping. “This curated environment blends the franchise’s deep community roots and rich Jaguars history with a bold, confident vision for what lies ahead all the while instilling pride, confidence and excitement surrounding its future here in Jacksonville.”
A Live, Consultative Sales Experience — Not a Scripted Tour
The center is anchored by The Immersive Cube®, developed by experiential design and technology company Advent, in which fans are seemingly transported into the Stadium of the Future. The Cube features a high-fidelity 10 million pixel-LED environment that wraps the walls and floor into a 180-degree single seamless canvas of motion and storytelling.
“The Immersive Cube® is more than a piece of cool technology. It’s a fully integrated system designed to make every visitor part of the next chapter for the Jaguars’ Stadium of the Future. It transforms conceptual spaces into tangible, emotionally charged narratives that inspire connection and investment,” said Advent CEO John Roberson.
Built on the Advent Operating System™ (AOS)
The Cube is powered by the Advent Operating System™ (AOS), a digital experience management system Advent has been perfecting for over a decade. With thousands of customized scenes to choose from, the Jaguars’ sales team can quickly pivot between images to tailor the immersive experience to the individual visitor with the touch of a button on a tablet.
The Cube enables the sales team to demonstrate the positioning of new seats, suites and other amenities at the new stadium to give guests an immersive experience when making the sales pitch for tickets. Visitors can find themselves standing on the field, or sitting in sideline suites, ground-level suites and luxury suites above the 100 section of the stands.
While the Jaguars’ Cube is the fourth to be introduced in the past year by Advent’s digital experience team, it is completely customized for the organization’s needs.
“What impressed me the most was the time they (Advent) spent trying to understand what’s really unique about Jacksonville and the Jaguars fans. It wasn’t a cookie cutter, one size fits all plan that was brought to us,” Lamping said. We really felt it was truly customized, and they took into full consideration what’s unique about our sales opportunity, our sales challenges, and brought solutions to bear that we felt were truly customized and not just a clip and paste from some other market.”
The Sales Center is located at 501 Touchdown Dr. on the site of the former Jacksonville Fairgrounds property.
Photography and b-roll can be found here for editorial purposes.
About Advent
Advent is a world-class experiential design and technology company that transforms physical spaces into captivating storytelling environments. By combining brand strategy, design, interactive technology, and digital content, Advent helps sports franchises, universities, and corporate leaders connect deeply with their audiences, drive engagement, and generate revenue. In 2025, Advent introduced The Immersive Cube® technology powered by the Advent Operating System (AOS). The Cube is a seamless 270-degree LED canvas that transforms walls, floors and ceilings into an immersive experience that brings future vision to life.
Written by Susan Shafer, VP of Marketing at Advent
susan.shafer@adventmovespeople.com
For over 25 years, Advent has been creating emotionally resonant experiences for leading brands including AT&T, Fanatics, the Dallas Cowboys, and Stanford University. Our proprietary StoryMining methodology ensures that every project starts with the story, not the technology.