JACKSONVILLE — The confetti from the AFC South title celebration has settled, and the sting of a 27-24 Wild Card loss to the Buffalo Bills is starting to fade. Now, Jacksonville Jaguars General Manager James Gladstone and Head Coach Liam Coen face a brutal reality: keeping a 13-win roster together isn’t cheap. At the center of the storm is Travis Etienne Jr., the explosive engine of the Jaguars’ ground game, who is officially set to hit the open market.
Etienne’s Career Year Creates Contract Headache
Etienne didn’t just play well in 2025; he anchored an offense that finally looked like the powerhouse fans expected. He racked up 1,107 rushing yards and seven touchdowns on the ground, adding another six scores through the air. At 27, he’s in his prime, but he’s also hitting free agency at a time when the running back market is notoriously fickle.
The Jaguars are projected to be roughly $18 million under the cap, but a massive chunk of that could vanish if they use the franchise tag. The tag for running backs is expected to hover around **$14.5 million** for the 2026 season. For a front office that just watched Trevor Lawrence take a “top 10” leap, overpaying for a back—even one as talented as Etienne—is a risky play.
The Bhayshul Tuten Factor
The decision is further complicated by the emergence of rookie Bhayshul Tuten. The fourth-round pick out of Virginia Tech was a spark plug in limited action, finishing his debut season with 307 yards and five touchdowns on just 83 carries. He lacks Etienne’s elite pass-catching polish, but at a fraction of the cost, he represents the “cheap labor” model that many modern NFL front offices crave.
If Gladstone lets Etienne walk, he’s betting that Coen’s system can turn Tuten into a 1,000-yard producer. It’s a gamble that could define the Jaguars’ 2026 campaign.
“It sucks to end it this way, especially after everything we built this year. I love this city, and I love this team. We showed the world what Jacksonville is about, and I’d love to be a part of what we’re building next.”
— Travis Etienne Jr., Jaguars RB
The Market Outlook: What’s Next?
National analysts, including FOX Sports’ Greg Auman, have Etienne ranked as the No. 20 overall free agent this offseason. The consensus? He’s likely looking at a multi-year deal worth approximately $8 million to $9 million annually. If the Jaguars can’t find a middle ground between that number and the expensive franchise tag, expect teams like the Cowboys or the Giants to be aggressive in their pursuit.
The legal tampering period begins in early March. Until then, the Jaguars must decide if their 1,100-yard man is a luxury they can no longer afford or a necessity they can’t live without.
