Hallmark Media, NFL and Skydance Sports are partnering up once again for another movie. “Holiday Touchdown: A Bills Love Story” will be part of Hallmark Channel’s 16th annual Countdown to Christmas. Production is set to kick off later in 2025 and will film entirely in and around Buffalo, New York, including the Highmark Stadium.

“The incredible success of last year’s partnership with the NFL and the Kansas City Chiefs far exceeded our expectations,” said Hallmark chief brand officer Darren Abbott. “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.”

In 2024, Hallmark partnered with NFL, specifically the Kansas City Chiefs, for “Holiday Touchdown: A Chiefs Love Story,” which garnered 2.88 million viewers on the Hallmark Channel; many Chiefs players, Coach Andy Reid and Donna Kelce appeared in the movie. It was one of many initiatives in Hallmark Media’s growing brand, which included the first-ever (sold-out) cruise experience.

“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 for the Buffalo Bills, added. “This is just another example of how the Bills brand and our amazing fan base continue 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’s partnership with the NFL is lucrative for all involved, as the audience overlaps; over 75% of Hallmark Channel viewers watched the NFL during “Countdown to Christmas” last year. “Sports brings people together, and that’s what our brand is all about,” Abbott told Variety following the Chiefs partnership.

Skydance Sports executive produces “Holiday Touchdown: A Bills Love Story.”