PSLs in Bills new stadium now cost $1,000 in upper level, and price could get even lower
Last week, the Buffalo Bills introduced their lowest price for a PSL at $1,000 for an upper-level seat in the over $2 billion stadium. And it is likely that price may even drop below $1,000 before all new stadium PSL prices are revealed.
From the beginning, the Buffalo Bills said there would be personal seat license price points for virtually every fan at their new stadium.
The team seems to be at that point now.
Last week, the Bills introduced their lowest price for a PSL at $1,000 for an upper-level seat in the over $2 billion stadium.
And with a few months to go until every current season ticket holder gets a chance to purchase comparable seats at the new stadium, it is likely that price may even drop below $1,000 before all new stadium PSL prices are revealed.
The north end seating is visible from the field at the new Bills stadium in May. Fans are taking advantage of lower price points for corner and end zone seats.
Joshua Bessex, Buffalo News
When the Bills first introduced the idea of a PSL for season ticket holders at the new stadium a few years ago, it was relatively new to what’s considered a small market in Buffalo, so the team made sure to push that they’d be affordable for the team’s mostly working-class fan base.
And now that the Bills have been selling PSLs at $2,500 and less in the lower-level end zone areas and in the 400 level, seats are being bought at a more feverish pace.
The Bills sold almost 8,000 PSLs from Jan. 1 to March 31 and were on pace to sell another approximately 9,000 PSLs during the latest quarter, from April through June. That’s a dramatic uptick from when the team was selling higher-priced club and first-level seats – a process that began in March 2024.
That means fans are taking advantage of the lower price points.
“It is exciting to be at this point in the process and have additional options come on line,” said Pete Guelli, Bills executive vice president and chief operating officer. “Our goal from the beginning was to have as many of our current season ticket holders as possible join us at the new stadium. We hope the variety of options will allow for that.”
PSLs, which must be purchased for the right to buy season tickets, will be required for all season ticket holders at the new Highmark Stadium. It’s a nearly 30-year-old concept but relatively new to Buffalo.
Purchasing a PSL will give fans ownership of that seat for the life of the 30-year lease in the new stadium. That also means they can sell the PSL after the first year of ownership.
For the Bills part, the team has said PSLs for the new stadium will be as reasonably priced as any around the league, given that Buffalo is one of the smallest market teams in the NFL and in hopes of not pricing out too many fans.
Adding to the challenge facing the Bills is the makeup of its season ticket base, which is dominated by individual ticket holders, for whom a PSL costing tens of thousands of dollars may be too expensive. That’s unlike other NFL markets, where teams can tap into a much larger and deep-pocketed corporate base for the priciest seats.
“The bottom line is that you have to have a value proposition that works for your fans,” Guelli said in an interview last year.
Although there was some sticker shock expressed by fans when club seats ranged from $8,000 to $50,000 per PSL at the new stadium and some of the higher-end, lower-level seats were going for between $5,000 to $10,000 for a PSL, price points have gone down as the Bills began selling seats in the corner and end zones of the lower level and in the 400 level. Club seats and suites have sold out.
In the 400s, PSL prices started at $2,500 for seats closest to the 50-yard line and have gradually gone down as the team has gotten around the bowl. A PSL is now selling for $1,000 around the corner sections of the new stadium in the 400s.
Seats in the upper-level end zones have not gone on sale yet, but if they follow along how pricing went in the lower bowl, those PSL prices could be between $500 and $750.
As of late May, the team has sold more than 25,000 PSLs.
With nearly 55,000 PSLs to sell in the over-60,000-seat stadium, there’s still a lot of work to be done, but the increasing pace of sales since the new year has put the Bills in position to accomplish their goal of selling every seat license with some time to spare before the stadium’s substantial completion, slated for next July.
“We are very pleased with the current pace,” Guelli said last month. “It is difficult to determine an exact sellout date, but the pace has accelerated dramatically with the upper level on sale.”
The team’s goal is to have every current season ticket holder visit the Bills New Stadium Experience Center in Amherst by the start of the Bills’ season on Sept. 7 against the Baltimore Ravens. There are almost 18,000 season ticket account holders, representing around 65,000 seats in the nearly 72,000-seat Highmark Stadium.
The center, where representatives of Bills sales consultant Legends make their pitch to season ticket holders, remains open seven days a week and is averaging 50 appointments per day.
After that, any season tickets remaining will begin to be offered to fans who have signed up for the waitlist. Right now, thousands of accounts are on the list, all of which have required a deposit, representing the potential for around 19,000 seats.
“We are still on track to finalize the process with our season ticket holders by the start of this season and then move to the waiting list,” Guelli said.
