The year 2026 is fast approaching, and with it comes new developments in the NFL scene. For the Buffalo Bills, that means a new stadium for their home team to play in. New Highmark Stadium features 62,000 seats, a canopy roof to protect against the harsh winter, and a natural grass field. However, while the stadium is still a ways away from being played in, some long-time fans claim they’re already being played for their money. 

One key difference in the new stadium is personal seat licenses; also known as PSLs, they allow fans to buy season tickets for a seat of their choosing - so long as they continue renewing their pass. It’s a contract that ensures you get the view you want, whenever you want. Initially conceived as a marketing tactic in 1987, Max Muhlemen, owner of a sports marketing firm at the time, began the practice of using PSLs to help fund stadium construction. Fans that purchase the one-time fee for a PSL will be guaranteed to buy season tickets for several years. Should they choose to not renew, they may have the chance to transfer it to someone else.

While diehard Bills fans will jump at the opportunity to have first dibs at season tickets, some may never get the chance due to the added cost of PSLs. In addition, mounting criticism on PSLs has changed the perspective from fan-funded teams to price-gouging ones. And, when you aren’t a season ticket holder anymore, you can’t just opt back in - you have to pay for a PSL again.

By the Fans, For the… Team?

Bills fans that were season-ticket holders prior to the construction of New Highmark Stadium didn’t have their tickets carried over. According to a 2025 Auburn Citizen article, the cost of a PSL for stadium seats in the endzone starts at $2,500 per seat. For the suite and club seats, NBC news reports prices ranging from $15,000 to $50,000. Current season-ticket holders are prioritized, but they have to saddle up the full cost. 

This results in the pool of potential buyers decreasing significantly, and that’s without considering ticket price fluctuations. Non-profit news source More Perfect Union puts it like this - people are priced out not to get a new season ticket, but “for the access to buy tickets down the line.” You can check out this video by them that illustrates just how Bills fans feel about this.

A comparison to other teams’ PSL prices, such as the Atlanta Falcons, shows a stark difference in pricing. Source: WKBW

Isn’t the point of PSLs to help fund stadium construction? The $2.1 billion stadium should have made great use of this money, right?

A large chunk of this cost was already ponied up by New York’s taxpayers. A report by CBS News in 2022 shows that $850 million was asked of the people of New York to contribute through taxes. At the time of initial planning for the stadium, that meant New Yorkers had to pay 60% of the projected $1.4 billion project. The commitment by the Bills? $550 million financed between them and the NFL.

So You Bought In, Now What?

If you happen to not be able to afford season tickets, you can still trade your PSL unless there’s a specific clause that forbids you.

Some teams offer their own marketplaces for PSLs, such as the New York Giants. Others allow you to trade on third-party sites like PSL Marketplace. For the Buffalo Bills, there isn’t a marketplace yet, but they’re still considered a transferable asset. You may still have to pay a transfer fee, though, and can’t transfer the PSL without fully paying it off.

Interestingly, because Bills PSLs can be transferred, they can be a part of your will according to estate planning lawyer Katherine Lieber. This goes to show how easy it is to transfer as an asset.

But, pay attention to any unique circumstances. In 2019, a judge approved a $24 million settlement against the Los Angeles Rams after their switch to L.A. from St. Louis. The PSLs from the St. Louis Rams were not expired yet by contract, thus allowing season-ticket holders to sue for breach of contract. 

All of this to say that it’s imperative to read contracts carefully. 

NFL, Ownership, and Fans

Are fans doomed to pay exorbitant prices for tickets?

There’s nothing we can do about the price hikes. The Buffalo Bills is not a fan-owned team like the Green Bay Packers is, so our voice is, unfortunately, drowned out by the teams themselves.

It’s an important note about the trend towards for-profit ownership. Teams already operated like a business, but with cross-ownership now allowing private equity firms to chip in, teams may eventually disconnect with their fans. At that point, it’s time to re-evaluate how much those season passes matter if your team feels so much further away. After all, teams will only know you mean business if you stop buying into them.