As Jacksonville starts year four under Gus Bradley, the word rebuilding is no longer acceptable. With more than 350 million spent on free agents the last 2 offseasons, players understand the expectation is to win now.

“I’ve been hearing that from everyone this offseason, every place I go," said free agency addition Prince Amukamara. "Oh, the Jaguars are up and coming and stuff like that and I just tell them on paper we look amazing but you still have to go out there and do it on the field.”

The Jaguars signficantly upgraded its roster through the draft and free agency and players including Telvin Smith have noticed.

“Ownership and management has expected so much more from this program so now the players expect more so that goes out to everybody else and as players, we expect to win and we want to win and that’s what we’re striving to do,” added Smith.

After five consecutive seasons of double digit loses, veteran players like WR Allen Hurns are excited with the changes management has made this offseason.

“It’s been tough times around here in Jacksonville but just in terms of all the moves we made in the offseason and all the guys we have coming back, things are very exciting around here so the expectations are really high,” Hurns told reporters after practice on Friday.

With the AFC South up for grabs, the Jaguars are in position to reach the playoffs for the first time since 2008.