The Buffalo Bills are expanding their ownership group with 10 new limited partners, including Toronto sports icons Vince Carter, Tracy McGrady, and Jozy Altidore, as the franchise looks to strengthen its presence in the Toronto market.

The Bills, currently valued at $4.2 billion by Forbes, are strategically positioning themselves to tap into Toronto's massive sports market. Owner Terry Pegula emphasized, "The three pro athletes are all icons in Toronto. That's our market. We're going to grow into that market."

Additional investors include:

• Arctos (private investment firm)
• Rob Palumbo (Accel-KKR)
• Sue McCollum (Eagle Brand Sales)
• Theresia Gouw (Acrew Capital)
• Rob Ward (Meritech Capital)
• Mike Joo (Bank of America)
• Tom Burger (Gridiron Capital)

The Bills maintain strong ties to Toronto, with approximately 8,000 season ticket holders from the area. While previous attempts to establish a presence in Toronto through the "Bills Toronto Series" (2008-2012) faced challenges, the franchise has since strengthened under Pegula's ownership, which began in 2014.

The team is currently building a new $2 billion stadium in Orchard Park and has emerged as one of the NFL's top performers. This expansion of ownership, approved by NFL team owners, represents a strategic move to further capitalize on Toronto's market potential, which sports agent Scott Boras describes as "a sport entertainment juggernaut."

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