Buffalo Bills brings in Legends to lead new stadium project

The National Football League’s (NFL) Buffalo Bills has appointed Legends to lead planning, project management, sales and partnerships for its new $1.4bn stadium project.

Legends, the global premium experiences company, has already commenced work on the project having assisted the team and Pegula Sports & Entertainment on a feasibility study. It has also conducted initial focus groups and surveys to help inform design and sales for the stadium, which will seat at least 60,000 people and could be finished as early as 2026.

The announcement comes after the Bills recently secured a signed Memorandum of Understanding with New York State and received NFL approval for G-4 funding, significant steps towards final approval of the stadium.

“As we continue toward our goal of constructing a new stadium for our team, our fans and the Western New York community, having the right partners in place is critical to our success,” said Ron Raccuia, Bills executive vice-president.

“As we have seen in recent years at SoFi Stadium and Allegiant Stadium, the team at Legends brings an incredible level of expertise, success and understanding around NFL stadium development as well as sales and partnerships. We are proud to partner and get to work with them on our new stadium project.”

Legends has been involved in a series of major projects in US sport, most notably providing services such as planning, project management, sales and partnerships for the Los Angeles Rams’ and Chargers’ SoFi Stadium and the Las Vegas Raiders’ Allegiant Stadium. Those partnerships included finalising some of the biggest naming rights deals in history.

“Legends is proud to partner with the Buffalo Bills and Pegula Sports & Entertainment to apply our data-intelligence fuelled 360-degree service solution to bring their fans a new, modern stadium that will dramatically enhance the game day experience,” said Shervin Mirhashemi, Legends’ chief executive.

“Our seasoned execution team will apply their vast experience and institutional knowledge working with NFL teams on project development, sales campaigns, PSL programs, naming rights and founding partner engagements to deliver a stadium that is unique to Buffalo.”

The Bills last month reached an agreement with New York State and Erie County to build a new stadium in Orchard Park as part of a 30-year commitment to remain in Buffalo. New York State will commit $600m towards the new stadium project with Erie County to provide $250m. That combined total is estimated to be the greatest level of public funding for a single stadium in US history.

The NFL and the Bills will provide the remaining $550m needed to build the new stadium, which could be finished as early as 2026. Governor Kathy Hochul said the economic and tax impacts generated from the Bills will support more than 100% of the public share of the new stadium cost.

The 30-year agreement details the construction of a new stadium with a minimum of 60,000 seats. The Bills has appointed Populous as the architect of record, and said recently it is close to finalising its construction manager.

Image: Populous