The Buffalo Bills and PepsiCo Beverages have announced an extension of their partnership as the team prepares to move into the new Highmark Stadium, which is set to open in 2026. Pepsi, a partner with the Bills since 1998, will continue as the “Official Soft Drink of the Buffalo Bills” and will become a “Founding Partner of Highmark Stadium.”
“We’re excited to continue our partnership with Pepsi as the official soft drink of the Buffalo Bills and a Founding Partner of Highmark Stadium,” said Jason Hartlund, Buffalo Bills Chief Commercial Officer. “Bills Mafia knows their Food Deserves Pepsi, and fans will enjoy their favorite Pepsi products at every game.”
Melissa Duhaime, Director at PepsiCo Sports & Entertainment, commented on the renewed relationship: “The Bills have a rich history and one of the most passionate, energetic fanbases in the league. We’re proud to extend our long-standing relationship with the team and be part of this exciting new chapter. From touchdowns to tailgates, we love finding new, engaging ways to show up for Bills fans and the Buffalo community. Because no one rallies like Bills Mafia – and there’s no better drink to pair with your favorite game-day eats than an ice-cold Pepsi.”
As part of this agreement, Pepsi will maintain a strong presence during games through fan-focused activities on stadium grounds. The collaboration also includes partnerships with local restaurants for joint campaigns featuring both brands. Custom Bills-themed Pepsi products will be available at retail locations, and Pepsi will serve as a Cornerstone Partner for the team’s training camp at St. John Fisher University in Rochester.
In recent years, joint efforts between the two organizations have included social media initiatives, video content production, collector cans releases, and tailgate events on game days. In 2024, quarterback Josh Allen was featured in a gladiator-themed commercial for Pepsi and appeared on limited-edition collector’s cans. Earlier that summer he visited The Bills Store in Orchard Park where he distributed autographed cans from a branded trailer.
“I will be at new Highmark Stadium and so will Pepsi because Bills Fans Deserve Pepsi,” said Allen in a promotional video.
Pepsi’s “Food Deserves Pepsi” campaign began in 2024 with various national promotions highlighting food pairings with its beverages.
PepsiCo is present in over 200 countries worldwide and reported nearly $92 billion in net revenue for 2024 through its range of beverage and snack brands such as Lay’s, Doritos, Cheetos, Gatorade, Mountain Dew, Quaker Oats Company products, SodaStream among others. More information about their business strategy focused on sustainability can be found at www.pepsico.com.
Highmark Stadium is being developed by Legends together with Populous architects to feature updated amenities including premium seating options designed around football fans’ needs. The venue aims to host not only NFL games but other major events once it opens its doors in Orchard Park in 2026.
