Bills cite marketing strategy for playing Canadian anthem at new stadium opening

The Buffalo Bills opened their new multimillion-dollar stadium with performances of both the United States and Canadian national anthems, the latter sung by the band Barenaked Ladies before kickoff. Team officials said the inclusion of "O Canada" was not a political statement but part of a broader marketing effort aimed at Southern Ontario and Toronto.

"For us, it’s all about the business. This is part of a broader marketing effort into Southern Ontario and Toronto. It’s been a critical part of our business model, and it’s going to continue to be," Bills chief operating officer Pete Guelli told The Athletic.

Guelli noted that the Bills have previously held a limited number of regular-season games in Toronto to grow the franchise’s footprint. He added that while Buffalo is a small market, combining it with the Greater Toronto Area creates a top-five NFL market, with roughly 12 percent of season-ticket holders residing in Canada and a waiting list that is about 20 percent Canadian. The team’s long-term plans for the stadium and its market, he said, have always included Canada as a key component.