Hallmark is teaming up with the Buffalo Bills to expand their Holiday Touchdown franchise — just months after quarterback Josh Allen’s engagement to Hailee Steinfeld.
Fresh off the success of 2024’s Holiday Touchdown: A Chiefs Love Story, the network announced that A Bills Love Story will premiere as part of Hallmark’s 16th annual Countdown to Christmas later this year. The news was revealed during a Wednesday, March 26, video featuring Bills safety Damar Hamlin.
“The incredible success of last year’s partnership with the NFL and the Kansas City Chiefs far exceeded our expectations,” Darren Abbott, Chief Brand Officer of Hallmark, said in a Wednesday statement. “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.”
Production will begin in the coming months and will film entirely at locations in and around Buffalo, New York, including iconic Highmark Stadium, which is making its last stand as the Bills home field in the upcoming 2025 NFL season. Casting for the holiday romance will be announced at a later date.
“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,” Pete Guelli, Chief Operating Officer of the Buffalo Bills said in his own statement. “This is just another example of how the Bills brand and our amazing fan base continues 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!”
Hallmark rolled out its first Holiday Touchdown film last year in partnership with the Kansas City Chiefs. The film, which starred Hallmark Channel staples Tyler Hynes and Hunter King, featured a handful of star-studded cameos from the likes of Jenna Bush Hager, Chiefs head coach Andy Reid, Donna Kelce and various Chiefs players.
While A Chiefs Love Story made a few subtle nods to tight end Travis Kelce’s high-profile romance with Taylor Swift — they were first linked in summer 2023 — news of A Bills Love Story comes on the heels of Allen’s recent engagement to Steinfeld.
Allen and Steinfeld, both 28, were first linked when they were spotted together in New York City in May 2023, shortly after Allen ended his eight-year relationship with girlfriend Brittany Williams.
The couple announced their engagement in November 2024. The Instagram post — captioned “♾️ 11•22•24 ♾️” — featured a glimpse of Allen’s proposal, which took place in front of a picturesque beach sunset surrounded by candles.
Allen later admitted in a December 2024 edition of Steinfeld’s “Beau Society” newsletter that he was “very nervous” to get down on one knee. “It was hard to keep secrets from you and have other people in your life keep secrets from you,” he told his fiancée. “Then, multiple times throughout the day a song would come on and I would tear up thinking about how special our day was going to be.”
Two months after their engagement, a Buffalo billboard congratulated the duo on their happy news by declaring the duo the city’s royalty. “The Queen City has a new queen,” the billboard read, according to an X photo shared by CBS Sports’ Tracy Wolfson. “Congratulations, Josh and Hailee.”
