LONDON — The mile-long walk from the Putney Bridge tube stop to Craven Cottage, the home of Fulham Football Club, is among the most scenic in English soccer. On game days, fathers and sons, young couples and hardened fans amble together through Bishop's Park past rose bushes, stone sculptures and the Thames.
The pastoral parade is a world away from Jacksonville, Fla., where most Jaguars fans arrive at their team's games by car or truck in search of parking spots for their card tables, barbecues and coolers. The scenes had little in common until July, when Shahid Khan, the owner of the Jaguars, bought Fulham for an estimated 200 million pounds (about $319 million), creating an unlikely sports tandem. Less than two decades old, the Jaguars are one of the N.F.L.'s youngest franchises and play in one of the league's smallest markets, with only occasional success.
Fulham, by contrast, dates to 1879, and while it lacks the winning tradition of, say, Manchester United, it has produced great players like Johnny Haynes and Bobby Robson. Archibald Leitch, a renowned architect, designed part of its stadium, a landmark in an upscale section of London.
Khan, an auto-parts magnate, wants to fuse the teams in ways no owner of American and English teams has done. He committed the Jaguars to playing home games in London the next four seasons — including on Oct. 27 against the 49ers — fueling talk that they may move there. Fulham will play friendlies in Florida. Khan has hired marketers to win sponsors on both sides of the Atlantic and has told his teams to share tips on everything from catering to ticketing.
"They are two separate entities, but there is common ground where two plus two equals five," he said. "It's kind of saturated in the U.S., so the growth will be internationally."
To date, most owners of American and English teams have viewed their clubs as too distinct to integrate. While the N.F.L. has a salary cap, Premier League clubs can spend without limit for players. American stadiums are like theme parks, dominated by luxury boxes and food courts; British stadiums are frequently minimalist, with fans doing most of their eating and drinking in nearby pubs. While American teams seek stadium naming partners, shirt deals in England are often more visible, and more lucrative.
The most prominent combinations of teams have little to do with one another, including Manchester United and the Tampa Bay Buccaneers, which are owned by the Glazer family; and Arsenal, the St. Louis Rams and the Colorado Rapids of Major League Soccer, which are owned by Stan Kroenke. Randy Lerner, who owns Aston Villa and sold the Cleveland Browns, did little to fuse his teams.
The owners of Manchester City are likely to collaborate with the M.L.S. team they bought this year, which expects to begin play in New York in 2015. The Fenway Sports Group has created cross-border links between Liverpool and the Boston Red Sox, though baseball is barely played in Britain.
Khan seeks to go further. Because the Jaguars will play in London regularly, the N.F.L. gave them extra marketing rights that are starting to generate more income for a team that is last in the league in revenue per ticket sold. Khan is promoting Jacksonville to British fans in the hope they will visit to see a Jaguars game. To whet their appetites, he sent the Jaguars' cheerleaders to perform at a Fulham match, and a British lingerie company created a calendar for them. The newly formed Union Jax Jaguars fan club in Britain has about 17,000 members.
"Mr. Khan said we're not the Fulham Jaguars," said Laura Oakes, who was hired to find sponsorships for the Jaguars in Britain. "But in terms of raising our profile, Fulham is a wonderful icebreaker."
Despite the focus on the N.F.L. in London, the bigger opportunity could be in selling Fulham to American fans: on a per-capita basis, English soccer is more popular in the United States than American football is in Britain, said Steven Gans, a principal at Professional Soccer Advisors. The latest deal to carry Premier League games in the United States was three times as large as the previous contract, one sign of the sport's growing prominence.
"It's validated our theory, which is, Americans want high-quality soccer," said Gans, who helped Fulham seek business ties in the United States several years ago. "The growth here has been consistent for people who love high-quality soccer."
Having Fulham tour the United States in its off-season could bring in millions of dollars. While the club does not have the stature of Real Madrid or Chelsea, it has a following in the United States because national team stars like Clint Dempsey and Brian McBride once played for the team, earning it the nickname Fulhamerica.
"I love any time I see someone with a Fulham jersey or scarf," said McBride, who was captain during his nearly four years at Fulham and is now an analyst for Fox Sports. "When an American fan goes over there to go to some games, there are some special stadiums, but Fulham has character."
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