Pepsi signs as Highmark Stadium partner

Article posted by Coliseum, August 27^th, 2025

Image: Bill Wippert and Buffalo Bills

The NFL’s Buffalo Bills will continue their long-term partnership with PepsiCo Beverages when they move into their new Highmark Stadium in 2026.

The Buffalo Bills said Pepsi, a partner since 1998, will remain the official soft drink of the Buffalo Bills and become a Founding Partner of Highmark Stadium.

The 62,000-capacity Highmark Stadium (also referred to as the New Highmark Stadium and colloquially as The Pit) is an American football stadium that is under construction in Orchard Park, New York (US).

It will replace the Bills’ existing stadium of the same name and is expected to open in time for the 2026 NFL season.

Jason Hartlund, Buffalo Bills Chief Commercial Officer, said, “We’re excited to continue our partnership with Pepsi as the official soft drink of the Buffalo Bills and a Founding Partner of Highmark Stadium.

“Bills Mafia knows their Food Deserves Pepsi, and fans will enjoy their favorite Pepsi products at every game.”

In addition to a robust presence during Bills games, including fan-centric activations on the plaza of the stadium, the Pepsi partnership will extend beyond Highmark Stadium.

The brand will collaborate with local Buffalo restaurants to showcase their offerings through creative campaigns alongside the Bills, offer custom Bills-themed Pepsi products at retail, and serve as a Cornerstone Partner of the Bills’ training camp at St. John Fisher University in Rochester.

Melissa Duhaime, Director, PepsiCo Sports & Entertainment, said, “The Bills have a rich history and one of the most passionate, energetic fanbases in the league.

“We’re proud to extend our long-standing relationship with the team and be part of this exciting new chapter. From touchdowns to tailgates, we love finding new, engaging ways to show up for Bills fans and the Buffalo community. Because no one rallies like Bills Mafia – and there’s no better drink to pair with your favorite game-day eats than an ice-cold Pepsi.”

Throughout their partnership, the Bills and Pepsi have teamed up to engage Bills fans through social media campaigns, video content, collector cans, and gameday tailgates.

Highmark Stadium, home of the National Football League’s Buffalo Bills, will open in 2026 in Orchard Park, New York, a suburb of Buffalo.

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, 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.

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at coliseum-online.com/alliance and make use of the 365Coliseum Business.

Watch 500+ member-exclusive videos with valuable tips for your venue