As the Buffalo Bills prepare to move into a new stadium in 2026, the NFL organization is not selling as many Personal Seat Licenses as it expected to sell out of the gates. If the current pace was/is to continue, it would not meet its goal until 2028.
The hope is to one day fill the entire stadium with season-ticket holders.
New Highmark Stadium will replace the existing home of the Buffalo Bills prior to the start of next football season. Not this upcoming fall, but the next. Construction is cruising right along according to schedule.
Looking better every day. 😍
— Buffalo Bills (@BuffaloBills) February 28, 2025
Start your journey to the new Highmark Stadium: https://t.co/aTW4bt4uPu pic.twitter.com/USRT5Vxuzb
Ticket sales are not. In total, Buffalo is hoping to sell 58,353 Personal Seat Licenses (PSLs) for a stadium with full capacity of 62,000. A PSL allows you, the fan, the right to buy season tickets for a certain seat in a stadium for as long as it exists. Although that number seems steep, it is more or less on par with the rest of the league.
According to a report submitted to the state of New York by the Buffalo Bills, the team only sold 11,093 PSLs during its first nine months of sales. 5,198 of them sold during the third quarter from Sept. 1 through Dec. 31, which actually represents a 126% increase from the second quarter.
As this rate, the Bills would not sell their target number of PSLs until Feb. 2028— 17 months after New Highmark Stadium is set to open. That could be an issue because the organization is on the hook for any construction costs over $850 million and it is projected to cost $2.1 billion in total.
Sticker shock seems to be the primary reason for the lack of sales. The price per individual seat during the third quarter ranged from $5,000 to $50,000. People are not willing to pay that much money in the current economic climate for a seat in a stadium that was largely unwanted by the fanbase. They didn’t want to move. It is being forced upon them.
Nevertheless, the amount of PSLs sold during Quarter 3 was larger than Quarter 2. Perhaps the price was a deterrent at first but Buffalo fans realized they don’t have a choice but to pay up to get a spot.
According to the report, PSL sales totaled $129 million for the Buffalo Bills as of Dec. 31, 2024. There is still a very long way to go before it is time to hit the panic button. But….. sales need to pick up!!