USA TODAY Network via Reuters Connect
Buffalo Bills fans next to beer horn
On Thursday, the Bills officially christened the new Highmark Stadium with a win over the Lions. Fans who attended the contest were able to purchase the new beer horns that garnered plenty of attention, and more than a few of them have managed to make a tidy profit by reselling them online.
Food and drink sales at sporting events can be a very lucrative operation for the teams and vendors that essentially have a monopoly on refreshments, and venues have gotten increasingly creative when it comes to dreaming up ways to convince fans to shell out their hard-earned money on those typically priced offerings.
Souvenir cups have been a staple of concession stands for decades, but a number of teams have started to go above and beyond when it comes to collectible drinkware.
The Carolina Hurricanes found themselves with a hit on their hands during the playoffs last season in the form of the “beer skate,” and the Sabres also managed to spark a similar frenzy with the sword-shaped glasses that debuted at the start of the campaign.
Now, another team in Buffalo has gotten in on the action, and some Bills fans who attended the first regualr season game at the new Highmark Stadium are turning a $30 purchase into much, much more.
The beer horns that are being sold at Bills games are already fetching triple-digit prices on eBay
There was predictably a sold-out crowd for the first meaningful Bills game at the new Highmark Stadium on Thursday night, as a grand total of 60,644 fans were in attendance to watch Josh Allen throw three touchdowns and run for two more by himself as Buffalo improved to 2-0 with a 41-31 win over the Lions.
Those spectators were also the first people who had the opportunity to get their hands on the beer horns that made their debut at the game. For $30, you get a 16-ounce “reusable, bison horn-inspired drinking vessel,” which can either be filled with Labatt Blue or the light version of that regional staple.
THE @LabattUSA BEER HORN IS HERE!!! 🚨
More information on where to purchase at Highmark Stadium: https://t.co/qxO3vMUMop pic.twitter.com/gVkId4wIv9
— Highmark Stadium (@HighmarkStadm) September 16, 2026
It didn’t take long for the beer horns to start popping up on eBay, and as of this writing, more than a dozen of them have already been sold for prices primarily ranging from $114.99 to $250.
All hail the beer horn.