With the beginning of the NFL season comes a slew of new partnerships for the Buffalo Bills.
The latest include partnerships with Kwik Fill/Red Apple Food Marts, Raymour & Flanigan and Cisco as deep-pocketed brands continue to pursue the opportunity to connect with the increasingly popular team.
For the second time in less than a month, Buffalo Bills general manager Brandon Beane is scouring the free-agent market for a punter.
They join a long roster of corporate partners that have signed on with the Bills. The partnerships are an important − and growing − source of revenue for the team as companies try to use the Bills’ popularity as a way to boost their own marketing campaigns.
United Refining Co. of Pennsylvania, doing business as Kwik Fill/Red Apple Food Marts, has teamed with the Bills with a focus on contributing to the game day energy for tailgates and road trips, as well as focusing on year-round community impact.
Kwik Fill’s annual Operation Give Thanks campaign, held each November, raises funds to support local veterans and military families. With the partnership, the campaign will feature special events and fan-driven opportunities both in-store and online.
“We’re more than just a gas station, we are part of the daily routine for thousands of fans,” Beth Caldwell, assistant vice president of retail administration for United Refining Co., said in a news release. “Whether it’s grabbing a snack on the way to work or filling up before heading to Highmark Stadium, we are proud to be part of what fuels Bills Country.”
Syracuse-based furniture retailer Raymour & Flanigan has become the official furniture and mattress partner of the Bills and debuted team-branded furniture and products at training camp in Rochester before the start of the regular season this month.
As part of the partnership, the team will launch Bills Homefield Advantage, a sweepstakes that includes three autographed team collectibles and a $4,000 Raymour & Flanigan gift card. The sweepstakes will be open for entry on the Bills website through Nov. 15.
“Supporting our local communities has been at the heart of our company since our founding in Syracuse in 1947. Partnering with the Buffalo Bills is a natural extension of that commitment and an exciting opportunity to connect with fans across the region,” Seth Goldberg, president at Raymour & Flanigan, said in a statement.
Cisco will provide a suite of technology solutions to the Bills to power scalable, future-ready fan experiences and protect team and stadium operations through cybersecurity solutions with its AI-ready infrastructure and high-density Wi-Fi access.
It has added six new NFL franchises or venue property partnerships this season, including the Bills. Through the partnership with the Bills, Cisco will now connect and protect multiple facets of the organization from team facilities to Highmark Stadium operations.
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Michael Petro
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