Fan support in Jacksonville for the city’s only major professional sports franchise is fairly incredible considering the size of the team’s market. But, as a small-market team that has struggled for much of the last decade on the field, filling a stadium that ranks near the middle of the NFL in total capacity with hometown fans isn’t always easy.

But new head coach Urban Meyer said he wants the days of opposing fans filling TIAA Bank Field to come to an end.

“We’re gonna own this thing,” Meyer said. “When I say we I mean everybody. That’s our stadium. I’m done hearing about other fans coming in our stadium. That [expletive] has gotta stop. That’s our stadium, this is our city, and this is our team. Own it.”

Meyer has previously spoken about his passion for the city of Jacksonville and desire to win there.

“When you say Shad Khan wants to win badly I’m sure there are some personal feelings for that, same with me,” Meyer said in March. “However, that’s second to when you see Jacksonville, Florida, and the opportunity here to go.

“I’ve been a part of environments like Salt Lake City, when all of a sudden you start winning games and the place explodes,” Meyer added, referring to Bowling Green and Gainesville, too. “All of a sudden the world turns upside down and you start winning games. That’s why I’m doing it and I can promise you that’s why our owner is doing it.”

It’s clear that Meyer is looking for a culture change, and he has a successful track record doing just that at the college level at each stop he made. Whether that program-building acumen will translate to the NFL remains to be seen, but rallying the city around the team has clearly been a priority for Meyer and the front office over the last several months.