Highmark has “seen enough value in it” that the company decided in June to extend its agreement with the Bills into the opening of a new stadium, projected for 2026Getty Images
When Highmark took over the Bills stadium naming rights before the 2021 season, there were “plenty of fans who didn’t know much about the stadium’s new namesake,” but three years later, Highmark has “become much more familiar to locals, thanks in large part to its affiliation with the Bills,” according to a front-page piece by Michael Petro of the BUFFALO NEWS. Although naming rights to a stadium are becoming an increasingly expensive investment, Highmark has “seen enough value in it” that the company decided in June to extend its agreement with the Bills into the opening of a new stadium, projected for 2026. The health insurer, with the help of Buffalo advertising agency Crowley Webb, launched a series of other initiatives aimed at “building on its prominent tie to the Bills.” Crowley Web focused Highmark’s efforts on “engaging fans at the stadium during their tailgate experiences” and by offering giveaways and promotions, including setting up an “Igloo Village” aimed at tailgaters. Highmark also "rallied around causes important to the community." Highmark began "engaging with fans in the stadium with poster activations," and outside of it, prior to home games it "set up the interactive Billevard.” Crowley Webb Chief Creative Officer Matt Low said that the goal was to “appeal to fans who wanted to be part of the tailgate experience in a more family-friendly environment.” As part of its arrangement with the Bills, Highmark also created a Community Hero Program, "recognizing a local nonprofit each game and providing tickets and a $2,500 donation." Highmark also has helped host “health-focused events on non-game days,” such as CPR training featuring Bills S Damar Hamlin (BUFFALO NEWS, 3/26).
The Bills' new stadium is targeted to open in 2026 in Orchard ParkBills
