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Bills and BENRUS announce partnership


The Bills have announced a multi-year partnership with BENRUS, a military-inspired lifestyle brand. As part of the agreement BENRUS will become the Official Timepiece of the Buffalo Bills, providing two large branded clocks that will be prominently displayed in-bowl. Each clock will be affixed to one north and one south tower within the newly renovated Ralph Wilson Stadium. BENRUS will become the first-ever timepiece displayed in-stadium. 

In addition, the Buffalo Bills and BENRUS will team up to recognize one member of America's armed forces on-field during each home game played at Ralph Wilson Stadium.  During a break in play, the solider and all other members of the military in attendance will be honored by fans for their service.  The soldier will also receive a BENRUS Sky Chief watch, the company's signature timepiece worn by World War II aviators.

Introducing the Best Dressed series presented by BENRUS where one well-dressed player will receive a product from the military-inspired lifestyle brand.

Giovanni Feroce, former Alex and Ani CEO and an entrepreneur recognized internationally for his visionary business practices, is revitalizing the BENRUS brand.  A 24-year Army combat veteran who retired as a major, Mr. Feroce purchased a majority stake in BENRUS, famed for its watches issued to servicemen from World War II to the Vietnam War.  He is transforming BENRUS into a global lifestyle brand of apparel and accessories that at once transcends and pays homage to its core watches and product line. 

"Aligning with a great historic brand having such deep military roots is a truly special engagement for our organization," said Bruce Popko, Bills Chief Revenue Officer. "Mr. Wilson, our founding owner, enlisted in the Navy during World War II and served in both the Atlantic and the Pacific. Cultivating a partnership that celebrates the armed forces and our history will resonate with the community and fan base on many levels."

Mr. Feroce noted, "Like the BENRUS of yesteryear, the new BENRUS of today is synonymous with hard work, loyalty, commitment to excellence, and a partnership with the community.  The Buffalo Bills are the embodiment of who and what we want to serve in our nation. Today we are proud to announce our partnership with this elite brand and organization."

BENRUS plans to open one of its first retail locations at the Armory in Rochester, NY in December, and another boutique in Buffalo, NY in 2015. For more information and to purchase BENRUS products, please visit BENRUS, LLC was founded as a watch company in 1921.  For over four decades, it manufactured legendary timepieces for the U.S. military.   Giovanni Feroce, internationally recognized as one of today's most successful American CEO's, is building BENRUS into a multi-billion dollar, military-inspired lifestyle brand. Mr. Feroce currently serves as CEO and Chairman of BENRUS, LLC.

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