Buffalo Bills Secures New Stadium Naming Rights Partner

BUFFALO, NY – The Buffalo Bills announced on Monday the new naming rights partner for their stadium, which will now be known as Highmark Stadium.

The stadium was named “Bills Stadium” during the 2020 season, after the team severed its partnership with New Era, which had held the naming rights to the stadium since 2016.

“We are proud to welcome Highmark to the Buffalo Bills family and are delighted to partner with them on a new naming rights agreement for our stadium,” said Bills owner and president Kim Pegula. “We are confident that Highmark Blue Cross Blue Shield of Western New York is committed to maintaining its status as a leader in health and philanthropy in our region.

“We look forward to many years of working with their team to create great memories not only at NFL football games, but also at many other health and wellness events and community celebrations.”

Built in 1973 as Rich Stadium, the Bills playground was one of the earliest instances of a corporate stadium sponsor in professional sports. Several groups have attempted to buy naming rights over the past year, including bidet company TUSHY, Barstool Sports and a local group of fans interested in naming the stadium after longtime coach Marv Levy, who led the Bills to four straight Super Bowl appearances.