For the Jacksonville Jaguars, Sunday's regular-season finale against the Tennessee Titans is not about looking forward to hoisting the AFC South champion trophy.

Liam Coen told reporters Thursday that the focus this week for Jags players is on beating a tough team.

"Yeah, there’s a hat and a t-shirt that come along with that," Coen said, "But at the end of the day, this is about going 1-0 against a team that is going to be extremely ready to play physical."

The first-year head coach has been at the helm in Jacksonville (12-4) long enough to have gotten a good look at what kind of challenge the Jags will face against the Titans.

"It was a back-and-forth kind of gritty game the last time we played in Tennessee and we do have more football left," Coen said, "but that’s not what the focus and mentality (are) right now."

Tennessee is 3-13 and in last place in the division, but nonetheless dangerous.

The Jaguars defeated the Titans 25-3 on Nov. 30  for a third victory in what has become the team's current seven-game winning streak.