A Gatorade advertisement featuring Josh Allen may be returning to the Statler overlooking Niagara Square. Unlike in 2024 when the advertisement was installed without permits, Douglas Development is asking for Zoning Board of Appeals for approval of a variance needed to allow the temporary installation.
From the Application:
In celebration of the ongoing redevelopment of the Statler and excitement for the 2026-2027 NFL football season, Developer seeks to install a temporary Banner Sign located on the southernmost Tower façade facing Niagara Square, located in the heart of downtown Buffalo. The Banner Sign will be located on one of the towers, below the roof high point. The Banner Sign will be approximately 110 feet by 120 feet, for a total area of 13,240 square feet. The Banner Sign will not be illuminated, and will be printed on five (5) individual sections, and be displayed on flexible material with no frames covering some of the unoccupied windows on the southernmost façade.
The Banner Sign will promote an advertised partnership between the Buffalo Bills and Gatorade, with star quarterback Josh Allen as the main feature. In addition, the Banner Sign will help promote viewing/watch party events coordinated by Developer at the Statler in connection with the Gatorade partnership. Lastly, the Banner Sign will be displayed temporarily for approximately six (6) months during the 2026-2027 NFL football season, at which time the Banner Sign will be then be removed and the motor joints repaired as necessary.
The Zoning Board of Appeals will consider the proposal on September 16.