Hallmark is continuing its collaboration with the NFL after the success of last year’s Holiday Touchdown: A Chiefs Love Story. This year, the two companies are teaming up for Holiday Touchdown: A Bills Love Story, which will air as part of Hallmark Channel’s Countdown to Christmas. Darren Abbott, Hallmark’s chief brand officer, expressed excitement about the partnership, citing the success of last year’s movie, which exceeded expectations. The new film will feature a love story set in the community surrounding the Buffalo Bills.
Though this collaboration may seem unexpected, over 75% of Hallmark Channel viewers also watched NFL games in 2024. Abbott noted that both Hallmark and the NFL focus on bringing people together, making the partnership a natural fit. While details of the film remain under wraps, it is expected to include a romance built around unlikely circumstances, a hallmark of Hallmark’s brand.
The movie will be filmed in Buffalo, including at the Bills’ Highmark Stadium, adding an authentic touch. Similar to last year’s Chiefs-themed movie, A Bills Love Story will highlight the Bills’ players and their community. Buffalo Bills COO Pete Guelli expressed pride in the opportunity to showcase the Bills and their fans on such a major platform. The film is expected to be a hit during the holiday season.
