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.
"Pepsi has been part of Bills gamedays for as long as I can remember, and Bills Mafia has always had Pepsi as part of the tailgate," said Josh Allen. "It's cool to see Pepsi helping fans celebrate such a big moment for Buffalo and our team."
The partnership spans nearly three decades
Pepsi has been the Official Soft Drink of the Buffalo Bills for 28 years and is a Founding Partner of Highmark Stadium. Gustavo Reyna, Vice President of Marketing at Pepsi, said the brand is proud to help "kick off a new era of Buffalo football" alongside fans at the season opener.
Jason Hartlund, Chief Commercial Officer of the Buffalo Bills, called the pregame celebration and commemorative cans examples of Pepsi's "creativity and continued investment" in the longstanding partnership as the team enters its new stadium era.
Pepsi, the NFL's Official Soft Drink, is running similar "Tailgating Deserves Pepsi" activations at gamedays across the country throughout the season.