The NFL’s Buffalo Bills have announced Toyota as a founding partner of their new Highmark Stadium.
The Buffalo Bills said Toyota will continue as the team’s long-standing official automotive partner, while the multi-year agreement highlights Toyota’s ongoing commitment to supporting communities and sports organizations nationwide.
As a Founding Partner, Toyota will feature prominent branding, exclusive fan experiences, and automotive displays throughout Highmark Stadium to enhance the game day experience for Bills fans.
For generations, traditions like tailgating have united families and fans. Toyota vehicles have been part of these experiences, from Rich Stadium to the new Highmark Stadium. Together, Toyota and the Bills continue to build on these shared memories as a new era begins.
The Buffalo Bills are a professional American football team based in the Buffalo-Niagara Falls Metropolitan area (US). The Bills compete in the National Football League (NFL) as a member of the American Football Conference (AFC) East Division.
The new Highmark Stadium is a $2.1 billion stadium for the Buffalo Bills under construction in Orchard Park, New York (US) scheduled to open for the 2026 season. It will feature a 360-degree canopy, stacked seating for improved sightlines, and a heated, natural turf field.
Jason Hartlund, chief commercial officer of the Buffalo Bills said, “We are thrilled to welcome Toyota as a Founding Partner at Highmark Stadium.
“We are committed to partnering with best-in-class organizations, and Toyota is at the very top of that list. Their renowned reputation for quality, innovation, and community involvement perfectly aligns with the values of our organization and our fans.
“We are excited to continue our long-term partnership as we enter this new chapter of Buffalo Bills football.”
Toyota will enhance fan engagement through interactive activities inside and outside the stadium, exclusive vehicle showcases, and community initiatives across the Buffalo area.
The partnership will also support joint philanthropic and sustainability efforts to strengthen Western New York.
John Mineweaser, general manager Toyota New York region, said, “We’re proud to partner with the Buffalo Bills organization, a team that shares Toyota’s commitment to performance, innovation, and community impact.
“This partnership represents more than just sports – it’s about bringing fans together, supporting local communities, and driving excellence both on and off the field. We look forward to creating memorable experiences for fans and building a strong future together.”
Highmark Stadium, currently under construction, will open later this summer.
With Toyota’s involvement, fans can expect an enhanced game day atmosphere and innovative experiences that reflect the energy of Bills Mafia while honoring Buffalo’s traditions. Toyota is committed to supporting these traditions.
New Highmark Stadium
In conjunction with Legends and architectural firm Populous, the Bills have left no stone unturned in covering every innovative element of new stadium design and fan amenities, featuring iconic Buffalo architecture and the deep-rooted spirit of Bills Mafia.
The open-air, football-first venue will feature premium, reserved seating that delivers an elevated game day experience & atmosphere.
A striking canopy structure will provide seating bowl coverage, enhancing fan comfort and protection from the elements.
Fans will enjoy 360-degree concourses, frictionless food and beverage marketplaces, and cutting-edge audio/visual features that will set a new sporting stadium standard. With expandable capacity, new Highmark Stadium will be the premier destination for major events beyond football.
This transformative project is a public-private partnership between the Buffalo Bills, New York State, and Erie County.
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