As the Buffalo Bills head into the playoffs, Bills Mafia north of the border is being called to rally. To mark the moment, the Buffalo Bills have taken over Toronto’s streets with a bold, city-wide street art activation inviting fans to Billieve and join the playoff party.
From Queen West and Little Italy to the Distillery District and the West Don Lands, striking “GO BILLS” herding walls have appeared across the city. The message is impossible to miss—mysterious, loud and unmistakably Bills Mafia. This isn’t just art; it’s a rally cry.
The limited-edition street art was created by Toronto-based multimedium artist Paul Glyn-Williams (@sumartist), known for his large-scale murals that blend graffiti, digital art and realism. His work has celebrated iconic Canadian sports moments—from the Vince Carter dunk to Joey Bats’ legendary bat flip—and now, he’s bringing that same energy to the Buffalo Bills playoff run.
Each mural features a QR code that unlocks a chance to win a trip to the playoffs, including flights, hotel accommodations and two tickets to each round. As long as the Bills stay in the hunt, one winner will be selected every weekend. Full contest details are available at Billieve.ca, with updates shared on @BuffaloBills across Instagram and Facebook.
Fans can also rep the rally with a limited-edition Peace Collective x Buffalo Bills playoff collection, featuring Paul’s “Billieve” artwork. The drop includes T-shirts ($69 + HST CAD) and hoodies ($129 + HST CAD), available in adult unisex sizing from XS–3XL, on sale now as of January 5, 2026.
Toronto’s connection to the Bills runs deep. Ontarians pack Highmark Stadium, brave winter tailgates and make the drive week after week because this team feels like home. On any given game day, Canadians make up more than 20% of the crowd, contributing to the noise, the rituals and the unmistakable energy of Bills Mafia.
Now, as the playoff run heats up, that passion is spilling into the streets of Toronto—loud, bold and unapologetic. This is more than an art installation. It’s an open invitation.
Event Venue & Nearby Stays
200 Queens Quay W, 200 Queens Quay W, Toronto, ON M5J 2Y5, Canada
