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NEWS ANNOUNCEMENTS

'Significant' for the NFL | Bills cement cross-border Canadian fanbase with renewed presence and strategic vision

The Buffalo Bills and Maple Leafs Sports and Entertainment announce partnership to engage Canadian fans and grow the game of football, September 09, 2025 at BMO Stadium.
The Buffalo Bills and Maple Leafs Sports and Entertainment announce partnership to engage Canadian fans and grow the game of football, September 09, 2025 at BMO Stadium.

On Sept.  9, 2025, the Buffalo Bills officially launched a strategic partnership with Maple Leaf Sports & Entertainment (MLSE) aimed at deepening engagement with Canadian football fans and nurturing youth participation in both American and Canadian football.

The celebration of the partnership took place at BMO Field in Toronto, home of the CFL's Toronto Argonauts and Toronto FC and served as a vibrant backdrop for the press event as well as a youth football clinic.

During the event, Bills COO Pete Guelli highlighted the importance of expanding the Bills' fanbase within their Canadian "backyard", citing that an average of 10-15% of Buffalo's Season Ticket Member base are Canadian residents.

"Having a world class city and one of North America's largest less than 100 miles from Buffalo, it's significant, not only for the Bills, but for the entire National Football League. The support from Bills Mafia throughout Canada over the years has been incredibly important to our franchise and the Pegula family," Guelli said.

A key initiative of the collaboration is the "Future of Football" program, which reflects a shared belief by the BIlls and MLSE in the power of sport to inspire youth and transcend borders. The inaugural clinic at BMO Field welcomed over 200 Greater Toronto Area youth for training sessions, hand-on CPR training and learning fan cheers for both the Bills and Argos.

"The reason we are here today is to create relationships, grow the game and support the youth in Ontario and the Greater Toronto Area. This exciting collaboration between the Buffalo Bills and MLSE is a starting block assisting the youth in skills learned by professional players, not just in the US, but in Canada," said NBA Hall of Famer and Bills limited partner Vince Carter.

The partnership extends beyond on‑field activities. MLSE properties like the Toronto Argonauts, Toronto Raptors, and Toronto FC will feature watch parties at Real Sports Bar & Grill, exclusive co‑branded apparel, Bills‑themed giveaways, and youth‑focused events.

The celebration also featured former quarterback Doug Flutie — who starred for both the Bills and the CFL's Toronto Argonauts — as well as sports icons turned Bills limited partners, Vince Carter, Tracy McGrady, and Jozy Altidore.

Guelli expressed that having three Toronto sports icons will allow the Bills to lean on their expertise in this first-of-its-kind venture.

"Excited to have them here as cornerstones in our strategic partnership with MLSE, and I can't even express how great they've been as limited partners so far with the Bills," Guelli said.

Canadian fans are also gaining easier access to official Bills merchandise through Real Sports Apparel (both in‑store and online), featuring a limited‑edition Bills × Argos collection by Peace Collective.

A special "Future of Football"‑themed game on October 4 at BMO Field will highlight this collaboration, offering fans commemorative Bills × Argos t‑shirts, contests, and appearances by Bills and Argos legends.

Guelli stressed the importance that the Bills x MLSE venture is a partnership, not a competition for fan support.

"This is not competitive. This is a partnership. We both believe in the sport of football. Obviously the rules are slightly different, but football is football, and we really think that we can help the Argos. We think the Argos can help us.

"We have a lot of fans that come across the border for every game. They're passionate Bills fans that are up here. We think you can be a Bills fan and Argos fan. And we think actually people should be fans of both."

This partnership builds on the Bills' enrollment in the NFL Global Markets program earlier in 2025, explicitly welcoming engagement across all of Canada—especially Southern Ontario—alongside their home market in Western New York .

Buffalo Bills COO Pete Guelli and MLSE President & CEO Keith Pelley announce a marketing partnership to grow the game of football in Canada. They were joined by Bills & Argonauts alumni, Doug Flutie as well as Buffalo Bills Limited Partners Tracy McGrady, Vince Carter, and Jozy Altidore. Laura Pegula was also in attendance to represent the Pegula Family.

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