Are you ready for some (more) football?! After scoring stellar ratings, tons of buzz, and a Gracie Award for the 2024 movie “Holiday Touchdown: A Chiefs Love Story,” execs at Hallmark Channel hope fans are game for another collaboration with the NFL.
On March 27, 2025, a day after the network’s social media accounts hinted that something big with the NFL was coming, Buffalo Bills superstar safety Damar Hamlin appeared in a video announcing that Hallmark will produce “Holiday Touchdown: A Bills Love Story” for its 2025 Countdown to Christmas movie lineup.
“What’s up, everybody, good morning,” Hamlin began his video, posted to the social media accounts for Hallmark Channel, the NFL, and the Buffalo Bills. “It’s Damar Hamlin here with the Buffalo Bills, with an early Christmas present! We have big news today! Hallmark Channel and the NFL have selected the Buffalo Bills in the 2025 Countdown to Christmas movie draft.”
“Stay tuned this holiday season for the all-new Hallmark Channel movie ‘Holiday Touchdown: A Bills Love Story,'” he continued. “We’re so excited to celebrate our team, our fans — and shout out to Bills Mafia — and our shared love for football and Hallmark Christmas movies. Go Bills!”
Fans Hope Newly Engaged Hailee Steinfeld & Josh Allen Appear in New Hallmark Movie
Production will begin later this year on the new movie, according to a press release. The movie’s stars will be released at a later date, but fans and media are already speculating that it might include an appearance by actress and singer Hailee Steinfeld, who got engaged to Bills quarterback Josh Allen in November, per People.
One fan hilariously wrote in the comment section of the social media announcement, “EVERYONE IN UNISON SAY THANK YOU JOSH AND HAILEE 😍!!”
Hallmark’s Chief Brand Officer, Darren Abbott, said in a statement, “The incredible success of last year’s partnership with the NFL and the Kansas City Chiefs far exceeded our expectations. We are thrilled to team up with the Bills this year for a new holiday movie filled with heart, family and the classic Hallmark storytelling that our fans know and love, all set against the special community the Bills franchise has nurtured throughout its storied history.”
Fans flooded the social media announcement with reactions, including lots of Bills fans who were “freaking out” about seeing their team get some Hallmark love.
One wrote, “When i thought i couldn’t love Christmas more, now this 😍😍😍😍😍”
Another commented, “If I see Josh Allen in a Christmas movie, I may be the happiest guy of all time”
Hallmark & NFL Partnership Began With Spoof Starring Tyler Hynes & Janel Parrish
Hallmark, headquartered in Kansas City for over a century, began its partnership with the NFL on a bit of a whim in January 2024.
To promote the Chiefs’ postseason with hopes of heading to their second consecutive Super Bowl, the team’s marketing staff created a movie poster for a pretend film called “Falling For Football” featuring Hynes and Janel Parrish, his co-star in 2023’s “Never Been Chris’d.” They even shot a short trailer in Kansas City for the make-believe movie, and had Hynes and Parrish appear in the Chiefs’ victory parade after the Super Bowl.
The buzz from fans about the campaign was so overwhelming, with countless requests for an actual movie, Hallmark and the NFL began exploring a partnership, per Variety.
By June, the two entities had a game plan and announced their first co-produced movie — starring Hynes, King, and a star-studded cast that included cameos from Chiefs coach Andy Reid and several players, “Today Show” host Jenna Bush Hager, and Donna Kelce.
Filming began in early July at Arrowhead Stadium and around Kansas City. Hallmark’s Countdown to Christmas programming begins every year in October.
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Fans ‘Freaking Out’ as Hallmark Channel & NFL Superstar Damar Hamlin Announce New Movie