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The Buffalo Bills announced today Ticketmaster will be the exclusive primary ticketing partner and official resale marketplace at new Highmark Stadium slated to open in 2026. As the stadium's first Founding Partner, Ticketmaster will play a pivotal role in supporting the Bills' vision of creating one of the world's most technologically advanced sports facilities, while continuing to deliver an innovative experience to the Bills Mafia, widely recognized among the NFL's most fervent fan bases.
"The Buffalo Bills are proud to have a relationship with Ticketmaster that extends over twenty-years," said Pete Guelli, Buffalo Bills' Executive Vice President and Chief Operating Officer. "Ticketmaster's continued commitment to invest in technology and the fan-experience makes it the ideal partner as we move into our new stadium in 2026. Enhanced technologies will allow for faster fan entry to events while simplifying and personalizing the ticketing experience."
The partnership will build upon the Buffalo Bills' top position in the entire NFL for fan engagement across their team app and team social channels, as well as Ticketmaster's proven track record of delivering seamless fan experiences during the Bills' most significant moments. In addition to ensuring even deeper fan engagement and optimized stadium operations for all event types, Ticketmaster will provide a personalized ticketing experience that puts fans first.
"Highmark Stadium is set to be one of the most innovative venues in sports, and we're thrilled to extend our decades-long partnership with the Bills to deliver a ticketing experience worthy of this new chapter," said Marla Ostroff, Managing Director of North America, Ticketmaster. "Bills Mafia and the greater Buffalo and Western New York region can count on our industry-leading tools and extensive knowledge to make every moment — from ticket purchase to game-day — memorable."
In addition to Buffalo Bills games, Ticketmaster's insights and data capabilities will help the Bills identify fan interests to inform what non-football opportunities the organization should pursue, such as national touring acts and international soccer friendlies. The increased events are anticipated to enhance the venue's economic impact and strengthen its place as a premier entertainment destination.
The Bills collaborated with global, premium experiences company Legends to secure Ticketmaster as a founding 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 TICKETMASTER
Ticketmaster is the world's largest ticket marketplace and the global market leader in live event ticketing products and services. Through official partnerships with thousands of venues, artists, sports teams, festivals, performing arts centers and theaters, Ticketmaster processes 600 million tickets per year across 35+ different countries. Ticketmaster is a part of Live Nation Entertainment (NYSE: LYV).
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.
The Buffalo Bills have released new renders of New Highmark Stadium, showcasing details of the lower bowl and concourse areas with 360° visibility of the field. We encourage any Bills fan interested in seats to join the Priority List as this will provide the only opportunity to purchase season tickets in New Highmark Stadium. To join the Priority list, place a seat deposit at BuffaloBills.com/prioritylist.
Bowl View 1— The audio/visual experience will be night and day compared to the current stadium. The seating bowl features two state-of-the-art video boards and a crisp acoustic system that allows targeting of sound to specific areas of the stadium.
Bowl View 2 — New Highmark Stadium architecture is a stacked design. The design creates seating that, in general, is much closer to the field than the current (and many other) stadiums.
Bowl View 3 — The Bills and Populous have spent countless hours ensuring that accessibility and sightlines are among the best in the NFL. The new facility will be fully ADA compliant.
Concourse 1 — New Highmark Stadium will feature radiant heat at points of congregation throughout each concourse.
Concourse 2 — New Highmark Stadium and its surrounding campus (tailgate lots, plazas, etc.) will feature Enhanced 5G Ultra-Wide Band Coverage, including State-of-the-art Small Cell Technology (DRAN).
Concourse 3 — Each concourse has 360° visibility directly into the bowl, keeping fans connected to the game even when they need to leave their seat to visit the frictionless food and beverage marketplaces, enhanced team stores, or use the restroom.
Concourse 4 — Extensive effort has been put into maximizing accessibility and improving fan experience for all Bills fans.
