BUFFALO, N.Y. (WIVB) — The Bills and Maple Leaf Sports & Entertainment announced Tuesday a new Toronto-focused marketing campaign, the team’s latest effort in growing its fanbase in the Greater Toronto Area.
The campaign marks the team’s most tangible effort to attract Canadian fans since the franchise’s last regular season home game north of the border in 2013.
“For many years, Canadian football fans have been vital in elevating the Buffalo Bills as an emerging global brand. Considering Toronto — one of North America’s largest cities — is located just under one hundred miles from Buffalo, this proximity is not only significant for our market but also for the entire National Football League,” Bills COO Pete Guelli said in a news release Tuesday.
The partnership will include working with the CFL’s Toronto Argonauts, NBA’s Toronto Raptors and MLS’ Toronto FC. The Argonauts’ Oct. 4 game against the Hamilton Tiger-Cats will have a Bills theme. A major Toronto sports bar, Real Sports Bar & Grill, is being designated as an official watch party location for Bills games. Canadian clothing brand Peace Collective is also on board.
The marketing partnership comes less than a year after former Raptors stars Vince Carter and Tracy McGrady, along with former Toronto FC star Jozy Altidore, purchased minority ownership stakes in the Bills.
The Bills have taken similar actions in the past to attract fans in Toronto, including annual regular season home games at Rogers Centre, the home of MLB’s Toronto Blue Jays, from 2008 to 2013. However, the context today is different than it was then as the Bills are set to open a new stadium in 2026 and are no longer a threat to relocate. There are no announced plans to bring games, preseason or regular season, to Canada.
As of May of this year, all 32 clubs are a part of the NFL’s Global Markets Program, designed to connect with fans from across the globe. Launched in 2022, the Bills were among the last three teams to join the program.
“There are no borders when it comes to passion for the game of football, and the rich history of both teams has contributed to Southern Ontario and Western New York being a hotbed for the game,” MLSE president and CEO Keith Pelley said in a news release. “Our games may have differences on the field, but the heart of this great game, both in the players and in our fans, is the same and we look forward to celebrating and growing it together in the years ahead.”
Aidan Joly was named News 4’s Digital Executive Producer in 2025. He has been on staff since 2022. He is a graduate of Canisius College. You can see more of his work here.