The Bills recently celebrated their new stadium by playing both the Canadian and American national anthems, featuring Barenaked Ladies performing “O Canada” before kickoff. This move, as noted by Bills chief operating officer Pete Guelli, is part of a broader marketing strategy aimed at Southern Ontario and Toronto, acknowledging that Canada plays a significant role in the team’s business model.
In the past, the Bills held regular-season games in Toronto to expand their fan base, and currently, approximately 12% of their Personal Seat License holders are Canadian. The team is committed to playing the Canadian anthem at every home game, despite the potential mixed reactions from some fans. The investment in the multibillion-dollar stadium and the growth plan for the team indicate a long-term vision that includes Canadian fans.
