NFL, Hallmark Channel Partner for 'Holiday Touchdown: A Bills Love Story' Movie

The NFL is partnering with Hallmark Channel to create a Buffalo Bills-themed holiday movie premiering during Hallmark's Countdown to Christmas.

Bills safety Damar Hamlin made the announcement Thursday in a video shared by Hallmark Channel.

Filming for Holiday Touchdown: A Bills Love Story will begin later this year.

The movie will be filmed around Buffalo and at the Bills' Highmark Stadium.

There will be fan activations and "unique co-branded merchandise" announced later this year, according to the Bills.

The film is being produced by Skydance Sports, a partnership between the NFL and Skydance Media announced in 2021.

Previous Skydance Sports projects include Holiday Touchdown: A Chiefs Love Story, which featured multiple Chiefs players as well as head coach Andy Reid when it premiered on Hallmark Channel last November.

Hallmark chief brand officer Darren Abbott said in a statement that the success of last year's partnership with the NFL and the Kansas City Chiefs "far exceeded our expectations." The movie's Nov. 30 premiere drew in 2.88 million viewers, making it one of the most-viewed cable programs of the day, according to TV Ratings Guide.