Expanding a Successful Decades-Long Partnership for the Future of Bills Football
Jan. 16, 2025 – 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, one of 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 builds on Ticketmaster’s proven track record of delivering seamless fan experiences during the Bills’ most significant moments. In addition to ensuring 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 gameday – 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.
