Orchard Park, NY (August 12, 2025) – The Buffalo Bills and PepsiCo Beverages today announced the extension of their long-term partnership as the team prepares to move into the new Highmark Stadium, opening in 2026. PEPSI®, a partner since 1998, will remain the "Official Soft Drink of the Buffalo Bills" and become a "Founding Partner of Highmark Stadium."
"We're excited to continue our partnership with Pepsi as the official soft drink of the Buffalo Bills and a Founding Partner of Highmark Stadium," said Jason Hartlund, Buffalo Bills Chief Commercial Officer. "Bills Mafia knows their Food Deserves Pepsi, and fans will enjoy their favorite Pepsi products at every game."
"The Bills have a rich history and one of the most passionate, energetic fanbases in the league," said Melissa Duhaime, Director, PepsiCo Sports & Entertainment. "We're proud to extend our long-standing relationship with the team and be part of this exciting new chapter. From touchdowns to tailgates, we love finding new, engaging ways to show up for Bills fans and the Buffalo community. Because no one rallies like Bills Mafia – and there's no better drink to pair with your favorite game-day eats than an ice-cold Pepsi."
In addition to a robust presence during Bills games, including fan-centric activations on the plaza of the stadium, the Pepsi partnership will extend beyond Highmark Stadium. The brand will collaborate with local Buffalo restaurants to showcase their offerings through creative campaigns alongside the Bills, offer custom Bills-themed Pepsi products at retail, and serve as a Cornerstone Partner of the Bills' training camp at St. John Fisher University in Rochester.
Throughout their partnership, the Bills and Pepsi have teamed up to engage Bills fans through social media campaigns, video content, collector cans, and gameday tailgates. In 2024, Pepsi featured Bills quarterback and NFL MVP Josh Allen in a gladiator-themed commercial and on a limited-edition collector's can. Earlier this summer, Allen visited The Bills Store in Orchard Park to distribute autographed Pepsi cans from a Pepsi-branded trailer to surprise fans while they shopped.
"I will be at new Highmark Stadium and so will Pepsi because Bills Fans Deserve Pepsi," said Allen in the video.
The brand's Food Deserves Pepsi™ platform is a bold reminder that great meals deserve a great beverage. Launched in 2024, the campaign has delivered disruptive moments - from BBQ Crashers to Undercover Cups - and continues to gain momentum with new national spots celebrating the unbeatable pairing of Pepsi and your favorite foods. With its crisp, refreshing taste, Pepsi elevates every bite, from burgers and tacos to ribs, pizza, and more.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $92 billion in net revenue in 2024, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.
About Highmark Stadium
Highmark Stadium, home of the National Football League's Buffalo Bills, will open in 2026 in Orchard Park, New York, a suburb of Buffalo. In conjunction with Legends and architectural firm Populous, the Bills have left no stone unturned in covering every innovative element of new stadium design and fan amenities, featuring iconic Buffalo architecture and the deep-rooted spirit of Bills Mafia. The open-air, football-first venue will feature premium, reserved seating that delivers an elevated game day experience & atmosphere. A striking canopy structure will provide seating bowl coverage, enhancing fan comfort and protection from the elements. Fans will enjoy 360-degree concourses, frictionless food and beverage marketplaces, and cutting-edge audio/visual features that will set a new sporting stadium standard. With expandable capacity, Highmark Stadium will be the premier destination for major events beyond football. This transformative project is a public-private partnership between the Buffalo Bills, New York State, and Erie County. For the latest updates, download the Bills App or visit buffalobills.com.
