The Buffalo Bills are rallying Bills Mafia north of the border to “Billieve” and inviting fans to join the playoff party. By now, you’ve probably seen it – or at least heard people talking about it. Toronto has been tagged with GO BILLS ‘herding’ walls, and the city’s been buzzing. From Queen West to Little Italy, across downtown, all the way to the Distillery and the West Don Lands – the rally cry has popped up on street corners across the city. Mysterious. Bold. Unmissable.
The street art was created by Paul Glyn-Williams (@sumartist), a Toronto-based multimedium artist famous for his vibrant, large-scale murals that blend graffiti, digital art and realism into striking artistic pieces. His work celebrates Canadian sports icons and captures some of the most memorable moments like the Vince Carter Dunk and Joey Bats ‘Bat Flip’ mural. And now, he is bringing his artistry to the Buffalo Bills. Toronto Herd, here is what you need to know:
Each piece features a QR code
Scan it, and you could be entered to win a trip – hotel, flights and 2 tickets included – to each round of the playoffs. As long as the Bills are in, there will be one winner every weekend. You can find the contest details at **Billieve.ca** and follow along on Instagram and Facebook @BuffaloBills
Peace Collective is also releasing a limited edition playoff T-shirt ($69.00 +HST CAD) and hoodies ($129.00+HST CAD ) in partnership with the Buffalo Bills that feature Paul’s “Billieve”. All sizing is adult unisex, ranging from XS-3XL and is on sale via the website as of January 5, 2026
Ontarians’ relationship with the Bills is different. They pack the stands at Highmark Stadium. They tailgate in freezing temperatures. They make the drive on Sundays because Torontonians genuinely love this team. Bills Mafia is known for its loyalty, community, and relentlessness and Toronto is a real part of that culture. On any given game day, Canadians make up 20+ per cent of the crowd in Buffalo, and their presence is felt, heard and appreciated. They are integral to the noise, the rituals and the energy inside the stadium. Bills Mafia knows no borders. If you show up, you’re family. Now, as the playoff run heats up, that invitation is spilling into the city in a way that the Bills Mafia does it best – loud, bold and right on the streets of Toronto. It’s a call to rally; a call to herd.
We would love to offer you street interviews with fans scanning the codes, exploring Toronto’s unique Bills fandom or following Paul Glyn-Williams (@sumartist) as he adds new pieces across the city.