Maple Leaf Sports & Entertainment (MLSE) and the NFL’s Buffalo Bills have joined forces to promote football in Canada, aiming to engage Canadian fans through a variety of initiatives.
In a collaborative statement released on Tuesday, MLSE and the Bills announced a strategic partnership focused on connecting with football enthusiasts across Canada by leveraging MLSE’s array of sports teams.
The partnership will encompass a range of activities, including youth camps hosted by the Toronto Argonauts, exclusive apparel collaborations, and fan watch parties during select games featuring MLSE’s sports franchises.
MLSE boasts ownership of prominent teams such as the NHL’s Maple Leafs, NBA’s Raptors, Toronto FC in Major League Soccer, and the Marlies in the American Hockey League, in addition to the Argos.
To kick off the collaboration, a flag football camp for over 200 young participants took place at BMO Field on Tuesday, with Argos and Bills development coaches, along with Toronto players, actively engaged.
This event marks the first of many youth football clinics that the Argos and Bills plan to co-host throughout the year, fostering a passion for the sport among young fans.
As part of this initiative, Toronto will host a themed game on October 4 against the Hamilton Tiger-Cats at BMO Field, featuring a special Bills-Argos giveaway for attendees. Guests from the inaugural youth clinic will also be invited as special guests.
Tickets for the game start at $20 in the upper east grandstand, with a discounted $5 rate available for youth under 15 years old.
MLSE’s President and CEO, Keith Pelley, emphasized the unity and growth potential of this partnership, highlighting the shared love for football that transcends borders.
Similarly, Bills COO Pete Guelli expressed excitement about Toronto’s close proximity to Buffalo, emphasizing the positive impact of Canadian fans in bolstering the Bills’ global presence.
To enhance fan engagement, official Buffalo Bills merchandise will now be accessible to Canadian fans through Real Sports Apparel in-store and online. Additionally, a limited-edition Bills x Argos merchandise collection by Peace Collective will be unveiled at BMO Field during the Argos-Ticats game.
This collaboration represents the Bills’ ongoing efforts to expand their reach in southern Ontario, following previous games played in Toronto. The Bills, off to a strong start in the 2025 NFL season, are keen on strengthening their ties with Canadian supporters.