Ticketmaster has strengthened its connection with the Buffalo Bills by signing on as the first founding partner of New Highmark Stadium.
Ticketmaster will serve as the exclusive primary ticketing partner and official resale marketplace at New Highmark Stadium, which is slated to open in 2026.
As the stadium’s first founding partner, Ticketmaster will play a pivotal role in supporting the NFL team’s vision of creating one of the world’s most technologically advanced sports facilities, while continuing to deliver an innovative experience to the ‘Bills Mafia’, widely recognised among the League’s most fervent fan bases.
“The Buffalo Bills are proud to have a relationship with Ticketmaster that extends over 20 years,” said Pete Guelli, Buffalo Bills’ executive vice-president and chief operating officer.
“Ticketmaster’s continued commitment to invest in technology and the fan-experience makes it the ideal partner as we move into our new stadium in 2026. Enhanced technologies will allow for faster fan entry to events while simplifying and personalising the ticketing experience.”
In addition to Bills games, Ticketmaster’s insights and data capabilities will help the franchise identify fan interests to inform what non-football opportunities the organisation should pursue, such as national touring acts and international soccer friendlies.
The increased events at the new stadium, compared to the existing Highmark Stadium, are anticipated to enhance the venue’s economic impact and strengthen its place as a premier entertainment destination.
The Bills collaborated with premium experiences company Legends to secure Ticketmaster as a founding partner for New Highmark Stadium. The team appointed Legends to lead planning, project management, premium and ticket sales, and global partnerships for the stadium project back in April 2022, adding hospitality services to its remit in May 2023.
The Ticketmaster deal represents the first major sponsorship agreement for the new stadium since Highmark Blue Cross Blue Shield of Western New York extended its backing by acquiring naming rights to the future facility.
The healthcare company has sponsored the Bills’ current home since 2021. As part of the agreement announced in June 2023, the Bills’ new stadium will be referred to as ‘New Highmark Stadium’ until it opens, from which point it will be known simply as ‘Highmark Stadium’.
“Highmark Stadium is set to be one of the most innovative venues in sports, and we’re thrilled to extend our decades-long partnership with the Bills to deliver a ticketing experience worthy of this new chapter,” said Marla Ostroff, managing director of North America at Ticketmaster.
“Bills Mafia and the greater Buffalo and Western New York region can count on our industry-leading tools and extensive knowledge to make every moment — from ticket purchase to game-day — memorable.”
The Bills last week provided further insight into New Highmark Stadium through the release of a fresh set of renderings showcasing details of the lower bowl and concourse areas with 360° visibility of the field.
New Highmark Stadium will have a capacity of around 63,000, with the current Highmark Stadium seating 71,000 fans. Construction work commenced in June 2023 on the site adjacent to the current venue, with the Bills last week detailing various aspects of the new facility which will address gripes with the stadium that opened in 1973.
In November, it was revealed that New Highmark Stadium is now set to cost more than $2.1bn (£1.72bn/€2.04bn), significantly exceeding what was budgeted by the Bills when construction commenced.
