Image Credit: UsWeekly
Hallmark is set to expand its Holiday Touchdown franchise with a new film centered on the Buffalo Bills, just months after quarterback Josh Allen’s engagement to actress Hailee Steinfeld.
Following the success of Holiday Touchdown: A Chiefs Love Story in 2024, Hallmark announced its latest collaboration with the NFL, revealing that A Bills Love Story will premiere as part of its 16th annual Countdown to Christmas later this year. The announcement was made through a video featuring Bills safety Damar Hamlin on March 26.
Darren Abbott, Chief Brand Officer of Hallmark, stated that the overwhelming response to the previous film far surpassed expectations, prompting the network to bring another NFL-inspired holiday romance to life. He expressed excitement about showcasing the Bills franchise, describing the upcoming film as one that embodies heart, family, and the signature Hallmark storytelling that audiences cherish.
The film’s production is set to commence in the coming months, with shooting locations planned across Buffalo, New York, including Highmark Stadium, which is approaching its final season as the Bills’ home field before its replacement in 2025. Casting details have yet to be announced.
Pete Guelli, Chief Operating Officer of the Buffalo Bills, shared that the franchise was honored to be approached for the project, emphasizing how the Bills’ brand and dedicated fan base continue to grow beyond the sports world. He described the collaboration as an opportunity to showcase Western New York and Bills Mafia on the Hallmark platform, adding that the team is excited to see the city featured in a holiday film.
The announcement of A Bills Love Story comes shortly after Allen’s engagement to Steinfeld. The couple, who first sparked dating rumors in May 2023, confirmed their engagement in November 2024 through an Instagram post featuring a romantic beachside proposal surrounded by candles. The caption simply read, “♾️ 11•22•24 ♾️.”
Allen later admitted in Steinfeld’s Beau Society newsletter that he had been incredibly nervous before proposing. He revealed that keeping the secret had been challenging and that certain songs throughout the day had brought him to tears as he imagined how special the moment would be.
The engagement was met with celebration in Buffalo, where a billboard declared the couple as the city’s royalty. According to a post shared by CBS Sports’ Tracy Wolfson, the sign read: “The Queen City has a new queen. Congratulations, Josh and Hailee.”
With Hallmark bringing the Buffalo Bills into its holiday storytelling and the city rallying behind Allen’s personal milestone, A Bills Love Story is expected to capture both football spirit and festive romance, making it a must-watch for the upcoming holiday season.
