Purchase, N.Y. – September 18, 2026 -- Pepsi is marking the Buffalo Bills' first regular-season home game at the new Highmark Stadium with a free fan tailgate and thousands of limited-edition commemorative cans, the company announced.

The celebration lands on the Bills' season opener at their new venue

On September 17, Pepsi will host a free "Tailgating Deserves Pepsi" event outside Highmark Stadium, offering ice-cold Pepsi, gameday food from Wegmans, premium giveaways and a meet-and-greet with a Bills legend.

Milwaukee – September 11, 2026 -- Treasure Cave cheese has been named the Official Cheese of the Buffalo Bills, bringing blue cheese samples, photo activations and stadium food to select home games at Highmark Stadium this season.

Buffalo, N.Y. – September 03, 2026 -- New Era and Buffalo Bills quarterback Josh Allen have launched the 2026 Billustration Collection, eight caps designed by children receiving care at Golisano Children's Hospital of Buffalo (GCH Buffalo), with every purchase benefiting the Patricia Allen Fund at the hospital.

The caps are available now at neweracap.com, the New Era Buffalo Store, the New Era SoHo Flagship Store, Buffalo Bills Highmark Stadium, and select retail partners.