‘Holiday Touchdown: A Bills Love Story’ announced as Hallmark’s latest NFL-inspired Christmas film, fueling football romance craze

Hallmark Media, in collaboration with the NFL and Skydance Sports, is set to bring another football-themed holiday film to its growing lineup. After the massive success of Holiday Touchdown: A Chiefs Love Story, which captured the attention of nearly 2.88 million viewers, the trio is returning with Holiday Touchdown: A Bills Love Story. The film will be a major highlight of Hallmark’s 16th annual Countdown to Christmas, a tradition that has become a staple for holiday movie enthusiasts.

Production for the movie is scheduled to commence later in 2025, with filming set to take place entirely in Buffalo, New York. The picturesque locations will include Highmark Stadium, home of the Buffalo Bills, further solidifying the team's connection with its passionate fan base. The partnership marks yet another effort by Hallmark to merge sports and entertainment, tapping into an audience that shares a love for both festive storytelling and football.

The decision to spotlight the Buffalo Bills follows the overwhelming response to the Kansas City Chiefs-themed film last year. Hallmark’s Chief Brand Officer Darren Abbott acknowledged the impact of the previous collaboration, stating, “The incredible success of last year’s partnership with the NFL and the Kansas City Chiefs far exceeded our expectations. 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.”
This strategic move is not just about expanding Hallmark’s storytelling horizons but also about tapping into a dedicated sports fanbase. Data shows that over 75% of Hallmark Channel viewers tuned into NFL games during last year’s Countdown to Christmas, proving that there is a significant overlap between audiences who love football and those who enjoy holiday movies.
Pete Guelli, Chief Operating Officer of the Buffalo Bills, emphasized the importance of this collaboration in elevating the team’s brand. “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. This is just another example of how the Bills brand and our amazing fan base continue to grow across the sports and entertainment landscape.”
The excitement surrounding the project was further fueled by Bills safety Damar Hamlin, who personally delivered the news during a special segment on TODAY on March 27. In a heartfelt message, he said, “What’s up, everybody? Good morning. It’s Damar Hamlin here from the Buffalo Bills with an early Christmas present.” He then revealed that Holiday Touchdown: A Bills Love Story had officially been selected for Hallmark’s Countdown to Christmas lineup for 2025.

Hamlin also gave a special nod to the team’s devoted supporters, known as Bills Mafia, who will undoubtedly take pride in seeing their beloved franchise featured in a national holiday movie. The move further cements Buffalo’s place in mainstream entertainment, just as last year’s Chiefs film did for Kansas City.
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With the continued success of Hallmark’s football-themed Christmas movies, Holiday Touchdown: A Bills Love Story is poised to be yet another festive hit. As the excitement builds, both football fans and holiday movie lovers can look forward to a heartwarming story set in the backdrop of one of the NFL’s most passionate communities.