Nowhere we’d rather be than Highmark Stadium.


In 2021, Highmark Blue Cross Blue Shield of Western New York became the official naming-rights partner of the Buffalo Bills stadium. At that time, the Highmark name was relatively new to the area, and the organization was eager to prove their genuine commitment to the community and Bills Mafia through their game day presence. In 2022, after a successful rookie season, Highmark was ready to make an even bigger mark on the fan experience through stadium activations.


We hit the ground running at the season home opener against the Tennessee Titans. Through interactive Billevard activations, like giant Jenga and a vertical jump test known as the Highmark High Five, we helped Highmark engage with fans before they even entered the stadium. We also gave out branded clear stadium bags and created a giant “Shout” megaphone that’s now a permanent structure at 1 Bills Drive.

But being a Bills fan is more than just tricked-out tailgates. This fan base is also known for rallying around causes like none other, especially when Buffalo needs it most. To help perpetuate the home opener theme of “Choose Love,” honoring the victims of the Tops tragedy in May, we partnered with Patti Thomas – emerging artist and wife of Bills alumnus Thurman Thomas – to create a collaborative community mural that game attendees were invited to add to. As a further reminder of this important message, we also handed out commemorative “Choose Love” Oxford Pennants and illuminated the Team store with the phrase in Alpha-Lit letters and balloons.

This impactful evening fueled our momentum for the rest of the season, where we continued with our Billevard activations, collectible pennants, Alpha-Lit letters, and even more giveaways, like winter hats. And when the playoffs rolled around, we had one more surprise left in our playbook.

For those dedicated enough to brave the cold and snow to watch the Bills playoff run in person, we held a contest for fans to win tickets to the games as well as an ultimate tailgate experience in our Highmark Igloo Village, fully equipped with TVs, heaters, snacks, swag, and special guests.


Between our stadium activations and more than 13,000 giveaway items, our efforts allowed Highmark to create an impactful footprint within the stadium gates – and outside them as well.

Our Igloo Village sweepstakes garnered two million impressions and more than 92,000 unique submissions over the course of two weeks. The NFL also featured the sweepstakes as a thought starter in the Club Business Development Daily Newsletter shared with every team in the league. The Igloo Village has now become a tailgate staple, receiving more than 119,520 entries throughout its four appearances in the 2023–24 season.

And last but certainly not least, the completed Choose Love mural became a permanent installation at the Resource Council of Western New York on Buffalo’s East Side, where it serves as a heartfelt tribute to the beautiful lives lost to us on May 14. The mural was recognized by local and national news outlets – earning the artwork more than 3.2 million impressions.

The 2022–23 season allowed Highmark to run the gamut of what it truly means to be a Buffalo Bills fan. We look forward to continuing to help Highmark support the health and happiness of our special community.