Buffalo Bills

Purchase, N.Y. – September 18, 2026 -- Pepsi is marking the Buffalo Bills' first regular-season home game at the new Highmark Stadium with a free fan tailgate and thousands of limited-edition commemorative cans, the company announced.

The celebration lands on the Bills' season opener at their new venue

On September 17, Pepsi will host a free "Tailgating Deserves Pepsi" event outside Highmark Stadium, offering ice-cold Pepsi, gameday food from Wegmans, premium giveaways and a meet-and-greet with a Bills legend.

The cans carry Josh Allen's signature and the team's rallying cry

Each limited-edition can features exclusive Pepsi and Buffalo Bills artwork, Josh Allen's printed signature, and Bills Mafia's "BILLIEVE" slogan. Fans can grab one at the tailgate or as they exit the stadium after the game, while supplies last.

Milwaukee – September 11, 2026 -- Treasure Cave cheese has been named the Official Cheese of the Buffalo Bills, bringing blue cheese samples, photo activations and stadium food to select home games at Highmark Stadium this season.

The brand kicks off with the Sept. 17 home opener against the Detroit Lions

Fans can visit the Treasure Cave activation in the Pregame Plaza, located within the secure perimeter between Gates C and D. There, Bills Mafia can sample the brand's blue cheese dip and spread, pose inside the oversized "Don't Fumble the Crumble" tub filled with foam blue cheese crumbles, and compete in a tailgate-style game called "Flip the Tub."