Dive Brief:

• In a publicity stunt that the homebuilder has said is the first of its kind, Jacksonville, FL,-based Dream Finders Homes is building a house inside the Jaguars football stadium.

• Construction of the 2,400-square-foot “stadium house” started Thursday inside Gate 4 at EverBank Field, where the two-story home will remain for two years as a display house used for hospitality, until the builder donates it to the family of a local military veteran. 

• Patrick Zalupski, who owns northeast Florida’s largest private homebuilding company — and the official homebuilder of the jaguars — said he got the idea from a department store in Paris that had a house built in it.

Dive Insight:

Zalupski called the effort a “unique” way to enhance his company’s marketing, sales and sponsorship of the Jaguars, as well as to publicize the builder’s and team’s “pro-business, pro-community nature.”