Toyota has been named a Founding Partner of the Buffalo Bills’ new Highmark Stadium as part of a multi-year extension of its long-standing relationship with the NFL franchise.
The agreement will see Toyota continue as the Bills’ official automotive partner while securing a prominent presence at the team’s new home, which is currently under construction and scheduled to open for the 2026 NFL season.
As a Founding Partner, Toyota will receive significant branding opportunities throughout the $2.1 billion venue, alongside exclusive fan experiences and vehicle displays designed to enhance the matchday atmosphere.
The partnership builds on a relationship that spans generations of Bills supporters, with Toyota highlighting its connection to Buffalo’s tailgating culture and fan traditions that have developed from the days of Rich Stadium through to the team’s new stadium era.
Located in Orchard Park, New York, the new Highmark Stadium will feature a 360-degree canopy, improved sightlines through stacked seating design and a heated natural grass playing surface.
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 organisations, 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 organisation and our fans.
“We are excited to continue our long-term partnership as we enter this new chapter of Buffalo Bills football.”
Beyond its stadium presence, Toyota plans to engage supporters through interactive activations inside and outside the venue, vehicle showcases and community-focused initiatives across the Buffalo region.
The collaboration will also include joint sustainability and philanthropic programmes aimed at supporting communities throughout Western New York.
