Sport

Can the NFL Bounce Back From Trump's Hostility Towards Canada? The Bills Are Counting on It!

2025-07-10

Author: Jacques

For nearly a decade, Wayne Kretz's Niagara Sports Trips has brought enthusiastic Canadian fans to Buffalo Bills and Sabres games. The excitement was so high that he often filled four 56-passenger buses, fueled by loyal patrons of his Manhattan Bar & Grill in St. Catharines, Ontario. But now, uncertainty hangs in the air.

Traditionally, fans crossed the Peace Bridge with ease, but recent political tensions have transformed this simple journey into a contentious symbol of national pride. After Donald Trump controversially suggested Canada become the 51st state and openly criticized Prime Minister Justin Trudeau, many Canadians are reconsidering their cross-border travels.

With tariffs and threats of a trade war looming, the Canadian response has been fierce. Booing the U.S. national anthem has become a symbol of resistance, and the national sentiment has shifted toward a defensive stance. Many Canadians now view entering the U.S. as an act of betrayal.

Kretz experienced this backlash firsthand when an April trip to see the Maple Leafs in Buffalo was cancelled due to social media outrage from Canadians accusing him of being anti-Canadian.

While other major leagues have established Canadian markets, the NFL has lagged behind. No regular-season games have been played in Canada since the Bills Toronto Series flopped between 2008 and 2012. The NFL still has its sights set on tapping into Canada, viewing it as a rich vein of corporate investment and a growing football fanbase.

Recognizing this potential, the Bills are finally getting serious about their Canadian market strategy. After stumbling for years, they recently joined the NFL's Global Markets Program, which allows them to promote their brand across the country. Surprisingly, 21% of Canada’s population falls within the Bills’ home territory, making the Great White North vital for their growth.

Buffalo—home to 8,000 Canadian season ticket holders—stands at a unique crossroads. As excitement builds for their new $2.2 billion stadium, fans in Ontario are still navigating complex feelings after years of fears that the Bills could relocate to Toronto.

Despite this, the Bills are poised to break through the animosity. With post-Trump sentiments stirring pride, they are now looking to secure a stronger foothold in Southern Ontario. Bills officials know they must engage with Canadian fans to secure the franchise's future—one that may hinge on building a committed fanbase north of the border.

The new Bills leadership is prepared to turn past failures into enormous opportunities. They aim to foster long-term loyalty among Canadian fans through strategic marketing and outreach, recognizing that they are already viewed as Canada’s team in NFL fandom.

As Kretz gears up for new trips to Bills home games, he hopes the recent political climate won't discourage support. The buses are back on the move, but Kretz admits that uncertainty lingers over the Peace Bridge. Canadians may still be wary of crossing over—but the Bills are betting that football will ultimately bridge the gap.