Buffalo Bills Gain NFL Marketing Rights in Canada
The Buffalo Bills have officially joined the NFL’s Global Markets Program, receiving international marketing rights in Canada for the first time. This move was approved during the NFL Owners’ Meetings, marking the Bills’ entry into a program already utilized by 29 other teams.
Canada is a logical choice for the Bills due to the team’s geographic proximity and historical ties to the country. They join several other teams—such as the Arizona Cardinals, Cincinnati Bengals, Detroit Lions, Minnesota Vikings, and Seattle Seahawks—whose home broadcasts are accessible to Canadian viewers.
Understanding the Global Markets Program
Launched in 2022, the NFL’s Global Markets Program allows teams to expand their reach and build international fan bases. It’s not a direct partnership with the country but rather a license for teams to use their branding in that market for events, marketing campaigns, and youth football development.
The Bills have already engaged with Canadian fans in the past, particularly in Toronto. They’ve had local investors from the city and participated in events with other Toronto sports franchises. The new agreement now officially allows them to use their team branding for such activities.
Future Games in Canada?
While this development doesn’t guarantee the return of the Bills Toronto Series or regular-season games in Canada, it does create possibilities. Other teams with international rights, such as the Falcons (Germany) and Dolphins (Spain), are scheduled to play games in those countries. If the NFL expands its international game slate to Canada, the Bills could be strong candidates.
Buffalo’s History in Canada
The Bills have a long-standing connection to Canadian football. In 1961, they scrimmaged the CFL’s Hamilton Tiger-Cats in a hybrid-rules game. Later, they played multiple preseason and regular-season games in Toronto. Between 2008 and 2012, the Bills played six regular-season and two preseason games at the Rogers Centre, although the team had limited success in those appearances.
Players with Canadian Connections
Several current Bills players have ties to Canada:
- Dalton Kincaid, a tight end, holds dual U.S. and Canadian citizenship through his mother.
- Josh Palmer, wide receiver, was born in Ontario and lived there through early high school.
- Michael Hoecht, a recent addition to the team, was born in Canada and lived there during his early years.
- Quarterback Josh Allen has also spent time in Toronto, often visiting the Blue Jays’ stadium for batting practice with teammates.
This latest development strengthens the team’s existing ties to Canada and could lay the groundwork for deeper engagement with Canadian fans.
