I鈥檓 happy to report I鈥檝e secured personal seat licenses at the new stadium in Orchard Park for the 2026 NFL season. But please don鈥檛 ask me how much I paid for myself and my son, because I鈥檒l just start crying again. Let me put it this way: My PSLs were around the same price as I expect six beers will be at the new home of the Buffalo Bills.

The Stadium Experience in Amherst was built to host Buffalo Bills season ticket holders to start the process of buying a personal seat license for the new Highmark Stadium.
It鈥檚 easy to joke about how much more we are being asked to pay to enjoy this $2 billion stadium, on top of the $850 million (in-stadium retail value: 17 soft pretzels and three large waters) that we taxpayers have already laid out for the project. But I am realistic. Josh Allen doesn鈥檛 work for free, nor should he. And many NFL team owners could tell you, a billion-dollar net worth may sound like a lot, but have you seen the price of jet fuel lately? The Bills clearly need our help more than we working stiffs could possibly understand. And oh, yeah, the team reportedly , unless we paid up. (鈥淢afia鈥 means 鈥淔amily鈥!)
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A view of the field from the 300-level concourse of the new Bills Stadium on Oct. 16, 2024.
So we make sacrifices for what matters to us. And I can forgo a couple of clownishly large cans of Labatt Blue Light now and again if it means The Boy and I will have the privilege 鈥 or the obligation 鈥 to buy season tickets every year. For an additional price, of course.
I made my initial PSL transaction at the Bills Stadium Experience, which is what they call whatever they have done to convert the Walker Center in Amherst into a slick sales operation designed to move these PSL contracts, and to whet our appetites for a state-of-the-art football-watching and money-spending affair.
A salesman took me on what felt like a guided tour of an exhibit at the Rock and Roll Hall of Fame. We walked down a darkened hallway hung with photos of the Bills鈥 past glories, and the sound piped in over the PA system included recordings of calls from historic Bills games from the late, great Van Miller (鈥淚t鈥檚 FAN-demonium!鈥) accompanied by a cataract of screaming fans.
I saw a scale model of the new stadium on a huge table. Beautiful! I was invited to sit in prototypes of actual stadium seating. Not too shabby! My sales rep even took me through a demonstration space of what a suite will look like. Very nice! I鈥檓 closing my eyes to remember it now because , I may never see the genuine article.
Finally, it came time to talk numbers. I imagined a big number and prepared for how I would react to hearing it. Then this professional and polite young salesman said a number that was so much bigger than I expected, instead of replying, 鈥淗mm, interesting,鈥 I laughed and blurted out, 鈥淣o ** way!鈥
But, really, what was I going to do about it?
Like all good salespeople, he let my sticker shock pass, then guided me to a slightly less expensive alternative. It still wasn鈥檛 cheap. I could have walked away and perhaps have bought a much nicer television instead. No one forced me to do anything.
That鈥檚 when I realized two things: I was indeed going to pony up some serious money, and I would only be buying two personal seat licenses, although my family currently holds three season tickets. This moment of partial clarity brought the price down to something I could live with, even though I didn鈥檛 feel too happy about it.
My wife is a Bills fan too, but not that much. Turned out my hunch was correct and she appreciated that I at least made a nod toward financial responsibility by only purchasing two PSLs.
The whole thing took an hour and a half. I鈥檒l be paying for those licenses for a bit longer than that, in addition to whatever my individual game tickets will cost. (I have blocked this number out, and I intend to seek hypnosis in early 2026 to retrieve it.)
I鈥檝e wondered since: Just what exactly did I buy?
The 鈥淪tadium Experience鈥 is meticulously designed to leverage our love of the Buffalo Bills in service of selling these licenses 鈭 these abstract agreements.
Throughout the entire experience I was reminded that what I was really buying was a piece of our near-religious affection for the team. It was a potent brew.
A 鈥減ersonal seat license鈥 is a cold idea, a finance bro鈥檚 brainstorm. It鈥檚 paperwork. It doesn鈥檛 feel good to tap into your savings for little more than a promise to buy something else later.
So instead, they package up our own memories and the good feelings they conjure, and sell them back to us. I didn鈥檛 buy two personal seat licenses. I bought the past, as well as the idea of future Bills games with my family (one member at a time). I paid for stirred-up memories of watching Joe Ferguson and Jim Kelly at Rich Stadium with my dad.
It鈥檚 so cynical. And so effective. I am counting the months until the first Opening Day.