The Buffalo Bills National Football League (NFL) team has renewed its partnership with dairy food and beverage company Upstate Niagara.
Upstate Niagara’s Bison Dip has become the official dip of the team, while the company’s Intense Milk brand becomes the Bills' official milk.
As well as working together on social media campaigns, the two parties will run several new marketing initiatives throughout the Western New York community to promote the partnership, including at local high school football matches where a pairs of tickets to a Bills home games will be given away.
“Upstate Niagara has been a tremendous partner throughout the years and this renewed agreement will give Bills fans even more of a reason to celebrate,” said Bruce Popko, the Bills’ senior vice president of business development.
Mark Serling, Upstate Niagara’s senior director of direct sales and marketing, added: "We're excited to again be working with the Bills. There's nothing like being part of Buffalo's football tradition and the Western New York community."