Orchard Park, NY – The Buffalo Bills and Labatt today announced a continuation of their long-standing partnership and will move into the new Highmark Stadium opening in 2026. Labatt, which has been a Bills' partner since 2011, will be an official beer of the Buffalo Bills and the Bills Mafia.
"We are thrilled to continue our relationship with FIFCO USA and Labatt as an official beer of the Buffalo Bills and Bills Mafia," said Jason Hartlund, Buffalo Bills Chief Commercial Officer. "Labatt continues to celebrate the passion of Bills fans and has become a staple at game day tailgates, and this won't change at New Highmark Stadium. From bringing back Zubaz cans last season to its Throwback Tea, Labatt always puts Bills fans first."
Labatt will be fully engrained in the game day experience for Bills fans. Bills Mafia is sure to enjoy the Labatt Deck that overlooks downtown Buffalo and engaging game day activations. In addition to the stadium experience, Labatt will have marketing logo rights to further enhance Bills fan-centric retail promotions and sweepstakes to continue to elevate the Bills and the Labatt Blue fandom to the next level.
"Labatt has been part of the fabric of Buffalo for decades — at tailgates, in living rooms, and in the hands of fans celebrating every wild play. Renewing our partnership with the Buffalo Bills at this moment in time as a new era begins with a new stadium is incredibly special," said Guillermo Sanchez, Vice President of Marketing at Labatt USA. "We're proud to continue standing beside this team and this community. We look forward to building unforgettable moments with Bills Mafia for years to come."
Labatt and the Bills have executed several activations in recent years that highlight Labatt's commitment to the engagement of Bills Mafia, football fans, and the community. These have included the On the Hunt Inflatable Blue Light Can Scavenger Hunt, a Bills' Fan Mural Contest, and the Labatt Scoreboard Square. Bills fans should be on the lookout for more great Labatt promotions moving into new Highmark Stadium.
The Bills collaborated with global, premium experiences company Legends to secure Labatt USA as an official partner for Highmark Stadium. Legends is the Bills consultant on project development, global partnerships, premium sales, ticket sales, retail, and hospitality for New Highmark Stadium.
About Labatt USA
Labatt USA, proudly headquartered in Buffalo, New York, features a robust portfolio centric around Labatt Blue and Labatt Blue Light. With a clean, refreshing taste, light color, and slight hop aroma, Labatt has become the premier pilsener across the Great Lakes region. First brewed in Canada in 1847, and now proudly brewed in Rochester, NY, Labatt continues to carry on the tradition and heritage of the great outdoors. Connect with Labatt on Facebook, Twitter and Instagram. Labatt USA is owned by FIFCO USA. For more information, please go to: https://www.fifcousa.com/
About Legends
Legends is a global premium experiences company that works with some of the most iconic and innovative brands in sports and entertainment to deliver exceptional experiences for fans worldwide. The company offers partners a 360-degree data and analytics-fueled service solution platform to drive revenue, heighten their brand, and execute their vision. Founded in 2008, Legends works with marquee clients across professional sports, collegiate, attractions, entertainment, conventions, and leisure. Legends is the industry leader in designing, planning, and realizing exceptional experiences in sports and entertainment. Follow Legends on LinkedIn, Instagram, and X.
