NFL Doubles Down on Its Unexpected Partnership With Hallmark Channel
Hallmark is officially in the football business.
Following the success of Hallmark’s partnership with the NFL for last year’s Holiday Touchdown: A Chiefs Love Story (which had nothing to do with Travis Kelce and/or Taylor Swift, but was inspired by their romance), Variety reports the two companies are partnering yet again for Holiday Touchdown: A Bills Love Story. The movie will air as part of Hallmark Channel’s Countdown to Christmas lineup.
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“The incredible success of last year’s partnership with the NFL and the Kansas City Chiefs far exceeded our expectations,” Hallmark chief brand officer Darren Abbott told Variety. “We are thrilled to team up with the Bills this year for a new holiday movie filled with heart, family and the classic Hallmark storytelling that our fans know and love, all set against the special community the Bills franchise has nurtured throughout its storied history.”
Though it might seem like a surprising partnership, Variety reports that more than 75 percent of Hallmark Channel viewers also regularly watched NFL games in 2024. “Sports brings people together,” said Abbott, “and that’s what our brand is all about.”
While no details about this year’s football Christmas movie have been shared, it will no doubt feature an unlikely couple falling in love under seemingly impossible circumstances. (As that’s also what the brand seems to be about.)
A Bills Love Story will bring plenty of authenticity to the screen, too, as it’s scheduled to shoot entirely in and around Buffalo, New York, including at the team’s Highmark Stadium.
A Chiefs Love Story followed the same playbook in 2024, and featured many Chiefs players plus Coach Andy Reid and Donna Kelce, mom to Travis and Jason Kelce. The movie scored 2.88 million viewers.
“We were honored to be approached by Skydance Sports to participate in this amazing project that will showcase two powerful brands—Hallmark and the Buffalo Bills,” Buffalo Bills COO Pete Guelli said. “This is just another example of how the Bills brand and our amazing fan base continue to grow across the sports and entertainment landscape. This is an incredible opportunity to feature Western New York and Bills Mafia on the Hallmark platform. It is a privilege to be part of this project, and we hope this film will be a hit during the holiday season!”