Labatt will continue its “long-standing partnership” with the Bills into the new Highmark Stadium, remaining the team’s official beer, according to Michael Petro of the BUFFALO NEWS. The partnership will continue to include a “number of activations in and around the stadium as part of fans’ game day experience and in retail promotions.” This comes a few months after the Bills announced they “inked Ticketmaster as a priority founding partner at the new stadium under construction.” Labatt has been a Bills’ partner since 2011, and Ticketmaster for around 20 years. Legends “helped secure both deals.” In the new stadium, there will be a Labatt Deck that “looks toward downtown Buffalo.” Labatt will also have “game day and tailgate activations around the stadium” and “will retain marketing logo rights for retail promotions and sweepstakes.” Additional promotions are “being planned” at the new stadium. Ticketmaster will be the exclusive primary ticketing partner and official resale marketplace at the new Highmark Stadium (BUFFALO NEWS, 4/9).
SHIFTING THINGS: In Buffalo, Tracey Drury reported Highmark has “shifted responsibility” for annual naming rights payments for the Bills’ stadium from the N.Y. operation and to the Pennsylvania parent company. Highmark Blue Cross Blue Shield of Western N.Y. first announced the naming rights deal in 2021, when the former HealthNow NY rebranded as Highmark Western and Northeastern N.Y. “after an affiliation with the Pennsylvania health care giant.” Terms “were amended” with the Bills assigning existing naming rights and all related right, title and interest to the parent entity, Highmark Health, effective August 30, 2024. The amendment means the N.Y.-based corporation is “no longer a party to the agreement or any other naming rights agreements with the Bills and is off the hook financially” (BUFFALO BUSNIESS JOURNAL, 4/9).
