In recent years, bitterness has emerged between the Bills and the Jacksonville Jaguars, who had handed Buffalo its first playoff loss in Bills Stadium in 1996. Both teams occupy two of the smallest media markets in the NFL. After years of concurrent bottom feeding in the late 2000s and early 2010s, this rivalry has emerged after former Bills head coach Doug Marrone, who had quit on the team after the 2014 season, was hired as a coaching assistant for Jacksonville and rose to become the Jaguars' head coach. Since then, the series has featured a Bills loss to the Jaguars in London, an ugly, low-scoring playoff game in 2017, trash talk from former Jaguars players such as Jalen Ramsey, and a brawl between the teams in Buffalo in 2018.