Buffalo

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."

Buffalo, N.Y. – September 03, 2026 -- New Era and Buffalo Bills quarterback Josh Allen have launched the 2026 Billustration Collection, eight caps designed by children receiving care at Golisano Children's Hospital of Buffalo (GCH Buffalo), with every purchase benefiting the Patricia Allen Fund at the hospital.

The caps are available now at neweracap.com, the New Era Buffalo Store, the New Era SoHo Flagship Store, Buffalo Bills Highmark Stadium, and select retail partners.

Eight children turned personal memories into wearable art

The designs come from young patients Jack, Mason, Charlotte, Isaac, Avery, Amar'e, Killian, Caleb and Grace. Allen will debut each design during his tunnel walk at a corresponding Bills home game, starting September 17, 2026 against the Detroit Lions and running through a January 2027 matchup against the New York Jets.