The Buffalo Bills have announced plans for a “White Out” event at Highmark Stadium during their upcoming Sunday Night Football game against the New England Patriots. The initiative encourages fans to dress in all white to match the team’s debut of their all-white “Cold Front” Rivalries uniforms.
White Rally Towels, sponsored by Wegmans, will be distributed to attendees as they enter the stadium. In addition, Wegmans is offering limited edition Rivalries game apparel at select locations in Buffalo, Rochester, Southern Tier, and Syracuse.
The event will also feature pregame activities on the Billevard, including an AI bobblehead photo booth, a Rivalries-themed photo frame, a virtual try-on kiosk for uniforms, the Grid Iron Blitz Arcade Game, and a “Bring the Storm” photo opportunity.
Throughout the week leading up to the game, the Bills’ digital platforms will display Cold Front graphics and logos. The stadium itself will undergo changes with new white-themed decorations around goal posts and flags. Fans can buy additional Rivalries merchandise at both the Bills Store and online.
According to team officials: “Highmark Stadium will transform into a blizzard of white as the Bills have officially announced a full-stadium White Out for the primetime matchup. To match the moment, the team will take the field in their wintery all-white ‘Cold Front’ Rivalries uniforms for the first time, creating a unified look with the fans in the stands.”
Fans are being asked to participate fully: “Fans are encouraged to wear white from head to toe, while White Rally Towels presented by Wegmans will be handed out upon entry to help fuel the noise and intensity. Wegmans will also have Limited Edition Rivalries game apparel available in-store for purchase (Buffalo, Rochester, Southern Tier and Syracuse locations only).”
The organization hopes these efforts create an impactful atmosphere: “Together, the Bills and Bills Mafia will bring the storm for one of the most electrifying nights of the season.”
