Buffalo Bills team with Toronto Argonauts to build fan and media buzz

Canadian football fans have been riding with the Buffalo Bills forever. Toronto is a quick drive from Buffalo, so this fandom isn’t new, but a collaboration with Maple Leaf Sports & Entertainment (MLSE) is. Future of Football is the first project that gives Canadian kids hands-on CFL and NFL experiences, thanks to a partnership with the Toronto Argonauts and MLSE.

The collaboration’s first clinic recently welcomed more than 200 kids from across the greater Toronto area for flag football drills and scrimmages with Argos players and Bills development coaches. Sports stars like Doug Flutie, Vince Carter, Tracy McGrady and Jozy Altidore showed up, making it a media moment and a day the kids won’t forget.

On Oct. 4, the Argos are scheduled to host a Future of Football-themed game at BMO Field in Toronto. Fans will be treated to Bills-Argos merchandise, contests and Bills legend appearances.

For the Bills, it’s about connecting with fans who’ve long supported them across the border. For the Argonauts, it’s about adding star power, fresh energy and showing kids there’s a path to football at every level.

Keith Pelley, MLSE president & CEO said in a news release: “We will always be stronger as partners…Our games may have differences on the field, but the heart of this great game…is the same and we look forward to celebrating and growing it together.”

Takeaway: Respect your immediate and neighboring communities like you do your own. Give people tangible experiences and make the media want to cover it. This builds credibility, trust and long-term love for your brand.

The risk of wrecked rivalries

For decades, when athletic conferences ditched rivalries for bigger paydays, it effectively stripped schools of built-in storylines. Rivalries are the drama that make fans circle dates on their calendars. On their own, they generate more money than other regular-season games because fans buy extra tickets, more merchandise and argue about it the next day. Who doesn’t want to be top of mind after a big game?

For example, consider my must-sees: Ohio State-Michigan, Florida-Florida State, Oregon-Oregon State, Michigan-Michigan State, UCLA-USC, Auburn-Alabama. Sports fans would feel cheated without them, like many SEC fans feel today after some favorites were dropped to allow a nine-game league schedule.

Takeaway: Add juice with business rivalries. Not for blood, just friendly tension.  It’s about showing what you, a business owner, author or athlete are not. Just look at college and NFL pregame shows, respectively: ESPN vs. FOX; FOX vs. CBS. PR staffs brag about their personalities and model TV ratings to shape narratives.

When companies play it too safe — avoid competition or stand for everything — they risk becoming forgettable. In sports, storylines become cash-focused instead of fan favorites.

Kimmel crushed his return with a PR-savvy monologue

The suspension and return of Jimmy Kimmel to TV airwaves have topped my PR chat groups. I thought his return monologue hit every note: compassion, authenticity and humor. I hope ABC learned that letting Jimmy be Jimmy is a good thing. He didn’t sacrifice his values or stop letting his heart spill with emotion as it has through the years. It was, as it has been, media gold.

Fans in all corners of the world were furious that his show was pulled after White House bullies threatened ABC. ABC listened.

What I learned: You find out your business’s value and friend loyalty when enemies attack. Millions of fans swiftly let their voices be heard by canceling network subscriptions when Kimmel was benched.

Aside: Kimmel’s words about protecting the First Amendment, which guarantees free speech, got a standing O here👏🏼👏🏼.

Have a great week.

©2025 Gail Sideman, gpublicity.com, SIDEbar

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