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.”
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🚨@AdamSchefter with breaking news! 🚨
Join us with @LabattUSA and @StevieJohnson13 on May 1 to hear the origin story of Bills Mafia like never before: https://t.co/N2Pq3JfkxV pic.twitter.com/esBIZZF3wt
— Buffalo Bills (@BuffaloBills) April 9, 2025
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 H
ighmark Stadium.
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