Football fans in Canada hate to see an intact folding table at the tailgate, according to merchandise sales data unveiled by the NFL and Fanatics.
The Buffalo Bills checked in as the top-selling team jersey north of the 49th parallel during the 2025-26 season, while quarterback Josh Allen earned the title as the most popular player jersey on NFLShop.ca.
A strong contingent of Canadians has always been part of Bills Mafia by virtue of the team playing 20 minutes from the Peace Bridge border crossing. Buffalo is one of six teams with marketing rights in Canada through the NFL’s Global Markets Program and struck a landmark deal with Maple Leafs Sports and Entertainment, owner of the Argonauts, to cross-promote their products. The Bills have previously played games in Toronto and have stated they would be open to doing so again.
Buffalo went 12-5 last season, finishing second in the AFC East and losing in the Divisional Round of the playoffs to the Denver Broncos. Allen, who was named NFL MVP in 2024, finished with 3,668 yards passing, 25 touchdowns, and 10 interceptions, while rushing for 579 yards and 14 majors.
The four-time Pro Bowler was also a popular figure in other international markets, topping the charts in Brazil and finishing second in the United Kingdom, Spain, Ireland, Mexico and Australia. Allen also finished third in Germany.
The Super Bowl champion Seattle Seahawks finished as the runners-up in Canadian sales, with NFL Offensive Player of the Year Jaxon Smith-Njigba coming in behind Allen. The team they beat in the title game, the New England Patriots, was the fifth-most popular jersey, while their quarterback, Drake Maye, was the third-most popular player.
The Philadelphia Eagles and Detroit Lions finished in third and fourth place, respectively, amongst franchises. Lions receiver Amon-Ra St. Brown came in fourth amongst players, while Baltimore Ravens quarterback Lamar Jackson rounded out the top five.
Despite having the same marketing rights to Canada through the NFL’s program as the Bills, Seahawks, and Lions, the Minnesota Vikings, Cincinnati Bengals, and Arizona Cardinals did not make the list of best sellers.
