Sports conglomerate Maple Leafs Sports & Entertainment forms alliance with NFL team Buffalo Bills
The sports landscape in Canada is set to change as Maple Leafs Sports & Entertainment (MLSE) has partnered with the NFL's Buffalo Bills to promote American football. This strategic alliance aims to connect with Canadian football fans through MLSE's sports teams.
Keith Pelley, the President and CEO of MLSE, has initiated this marketing partnership with the Buffalo Bills. The partnership includes youth camps, apparel collaborations, and watch parties at select games.
In the past, the Bills played regular-season and pre-season games at Toronto's Rogers Centre from 2008 to 2013, but the series was eventually discontinued. However, this partnership promises to reignite the passion for American football in Canada.
The partnership will offer exciting opportunities for fans. Fans attending the contests will receive a Bills-Argos giveaway item, and participants in the first youth clinic will be invited as special guests.
Canadian Bills fans will have access to official team merchandise at Real Sports Apparel, both in-store and online, starting Tuesday. Moreover, Peace Collective will unveil a limited-edition Bills x Argos merchandise collection, available at both Real Sports Apparel and BMO Field during the Argos-Ticats game.
The partnership also includes themed games. Toronto will host a themed game on October 4 against the Hamilton Tiger-Cats at BMO Field. Tickets in the upper east grandstand start at $20, with an option to add a $5 youth ticket for those under the age of 15.
The Bills opened their 2025 NFL season with a dramatic come-from-behind 41-40 win over Baltimore on Sunday, setting the stage for an exciting season ahead.
This partnership is the Bills' latest attempt to grow their market in southern Ontario. Bills chief operating officer Pete Guelli believes the proximity of Toronto to Buffalo makes the partnership a logical decision.
The Argonauts, currently third in the CFL East Division at 4-8, carry a two-game winning streak into a game against visiting Edmonton on Saturday. A flag football camp involving over 200 youth was scheduled to be held at BMO Field on Tuesday.
This report was first published on September 9, 2025, by The Canadian Press. According to Pelley, the partnership will strengthen the profile for both the Argonauts and Bills, and create opportunities for thousands of young fans to learn and love football.
This partnership is set to rekindle the love for American football in Canada and provide exciting opportunities for fans and youth alike.
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