38 BillsMania Unleashed: Tweets, Triumphs, and Tailgates – Inside the Electric World of #BillsMafia!
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In the realm of sports, the nature of fandom as a participatory culture is exemplified
by the Buffalo Bills’ fanbase, known famously as the “#BillsMafia.” A topic traditionally
linked with “sports fandom” concepts, upon closer examination, this topic reveals a rich
tapestry of underlying concepts that are highly relevant in other aspects of fandom and
extend far beyond the realm of sports. This paper looks into specific dynamics of this
fanbase, with a focus on their online interactions following the Buffalo Bills’ narrow 37-34
defeat at the hands of the Philadelphia Eagles on Sunday, November 26th, 2023, a game
deemed by the fanbase as a “must-win.” The rich tapestry of reactions and interactions on
Twitter or “X” provides an invaluable lens to examine this unique participatory culture. The
“#BillsMafia” phenomenon in Western New York has become a label that encapsulates the
die-hard spirit of Buffalo Bills fans; this movement is more than just a hashtag. It represents
a collective identity forged in the fire of shared passion and enduring loyalty. This identity
was notably articulated in an article from “Marca.com,” which stated: “The vast majority of
die-hard Bills fans call themselves the Bills Mafia, a group founded in 2011.” (Marca.com,
2022). This was not merely a spontaneous emergence; it was a deliberate effort to unite fans
worldwide; as the same source noted, “According to reports, the fans created a website to
reach every Buffalo fan across the United States and the world.” (Marca.com, 2022). This
virtual community creation exemplifies the modern era of fan participation, where
geographical boundaries are broken through digital platforms. The commitment and
resilience of the Bills Mafia are deeply rooted in the team’s historical context. “Marca.com”
highlights this by stating, “The Bills had a painful past, losing four consecutive Super Bowls.
They lived under the shadows for more than a decade, but Josh Allen and company placed
the Bills as the favourite team to win the Super Bowl” (Marca.com); this backdrop of past
struggles and a resurgence underlines the emotive connection the fans have with their team, a
sentiment echoed by ESPN anchor Chris Berman, who was quoted saying, “You can poison
their food. You can put sand in their gas tank.. But NOBODY circles the wagons like the
Buffalo Bills” (Marca.com). This analogy vividly portrays the unyielding spirit of Bills
Mafia. Further Emphasizing the communal aspect of this fanbase, Tony Catalina from Pro
Football Network describes the Bills Mafia as “Known for their eccentrics ways of going
about their fandom and have built themselves quite a reputation around the sports world for
being some of the rowdiest fans in football” (Catalina, 2023). This reputation is not only
confined to their home turf, as Catalina notes, “The fan base is known for … bringing
unmatched energy to not only their stadium on game day but every road venue their beloved
Bills play in on Sundays” (Catalina, 2023). In examining the # BillsMafia’s response to the
Bills’ defeat to the Eagles on November 26th, 2023, these aspects of identity, loyalty, and
participatory culture come to the forefront. This paper will explore how these factors
interplay on digital platforms, in particular Twitter (X), offering insights into the evolving
nature of sports fandom in the digital age.
Focusing specifically on the #BillsMafia hashtag on Twitter (X), it becomes evident
that this digital signifier has evolved into a powerful tool for community building and
identity formation among Buffalo Bills fans. Allegiantgoods.com notes, “The #BillsMafia is
a movement created by fans and embraced by Buffalo Bills players, the city of Buffalo, and
supporters from all over the country” (Allegiantgoods.com, 2022). The hashtag transcends its
function as a mere label for social media posts, transforming into a digital gathering place
that creates a sense of belonging and collective identity. This phenomenon aligns with the
concept of community celebrations as ritual signifiers, as articulated in an article by Deborah
Smtih-Shank, who observes that “Community celebrations are important ritual signifiers.
They give us a sense of belonging but can also serve as sites of inquiry” (Smith-Shank,
2002). In the digital realm, the #BillsMafia hashtag performs a similar function, acting as a
virtual space where fans celebrate, condole, and reinforce their communal bonds. The
#BillsMafia hashtag embodies the essence of ritualized production and consumption within a
community, as discussed by Smith-Shank. It serves as a platform for fans to express their
loyalty, share experiences, and participate in the culture surrounding the Buffalo Bills; this
virtual participation is related to the socialization process as described by Smith-Shank,
where “celebration-specific signifiers such as bumper stickers and t-shirts are merchandized
and sold to happy customers who want to spend money on concrete signs of their
participation and loyalty to a community” (Smith-Shank, 2002). In the context of
#BillsMafia, the hashtag becomes a digital version of these physical signifiers, marking each
tweet as part of a more extensive, interconnected web of fan interactions. The impact of
#BillsMafia on Twitter (X) is particularly evident in the aftermath of the Bill’s loss to the
Eagles. Fans took to Twitter (X) to express their continued support and resilience, using the
hashtag as a rallying cry. For instance, tweets such as “We’re literally right where we wanna
be #BillsMafia you can be a baby about it or knuckle up and go win out” (Trey Zarcool,
@TreesRule4eva) and “This sucks but put it in perspective-on the road against the best team
in the league + the refs and still took it to them throughout. Proud of them #billsmafia
#buffalobills” (Kenneth A. Rogers, @planKAR) These tweets not only offer support for the
team but also reinforces the sense of unity and shared identity among the fans. The
#BillsMafia hashtag on Twitter (X) is a modern digital manifestation of community
celebration and ritual. It provides a space for shared expression, communal support, and
identity formation. Through this hashtag, the Buffalo Bills fan community extends beyond
the physical realm into the digital, where the rituals of sports fandom are performed and
shared, highlighting the transformative power of social media in shaping and sustaining fan
cultures in the 21st century and this hashtag is a signifier of community.
In exploring the #BillsMafia hashtag as an affective sensibility, it is important to
delve into its emotional and psychological impact on fans, particularly in the aftermath of the
Buffalo Bills’ loss to the Philadelphia Eagles. This exploration aligns with an article by Sarah
Amsler and the discussion on the affective turn in neoliberal education, highlighting the
subject’s politicization and the “pedagogy of the heart” (Amsler, 2011), necessitating an
engagement with the politics of subjectivity. The #BillsMafia hashtag, in this context,
becomes a channel for expressing and managing emotions related to the team’s performance,
reflecting the “broader cultural shift towards emotional intelligence and literacy” (Boler,
1999, as cited in Amsler, 2011). This affective dimension of the #BillsMafia is particularly
evident in the fans’ responses to the loss against the Eagles. Tweets like “#billsmafia.. I think
I’m done. I mean, I’ve got nothing left after watching this garbage. Officiating was awful,
coaching awful..just makes me so angry. It just not worth it to watch anymore” (Circle The
Wagons, @AngelHerna56924) and “Why can’t I just realise as a #BillsMafia #BuffaloBills
fan for 30+ years not get upset mad pisses annoyed angry disappointed every game they
know playing knowing what’s going to happen. DEVISTATION. MEANINGLESS GAMES
BIG GAMES” (Chan Gailey’s screen game, @Jasonfogs) showcase how the hashtag serves
as a platform for emotional expression, embodying the tensions between conformism, anger,
and the desire for positive emotions (Amsler, 2011).Moreover, the concept of “pedagogy of discomfort,” as proposed by Amsler, applies
to the #BillsMafia context. This approach suggests that challenging sacred knowledge and
subject positions, such as the unwavering support for a sports team, can be both disruptive
and sometimes painful. It involves confronting and questioning deeply held beliefs and
identities, which can lead to discomfort but also potential transformation (Zembylas & Boler,
2002, as cited in Amsler, 2011). The #BillsMafia hashtag transcends being just a marker of
fandom; it becomes a realm where affective sensibilities are played out, reflecting broader
societal shifts towards emotional literacy and management of feelings. Steve Rushin from
Sports Illustrated said, “That nickname (City of Good Neighbours) never got much traction
outside of Buffalo, whose good neighbors are now better known to the world by another
handle (#BillsMafia), one that embraces the same virtues of small-town civic connectivity
through cold-weather football” (Rushin, 2023) in references to the significance the
hashtag/name brings to the community. The hashtag provides a space for fans to express and
navigate their emotions, acting as a catalyst for both the reinforcement of community bonds
and the potential for individual and collective emotional growth.
Looking at the #BillsMafia in the scope of a networked public, it is helpful to utilize
the insights of Rebecca Caron from ‘The Hill News’ alongside the analysis of political
discourse on Twitter (X) to understand how the digital space fosters a sense of community
among Buffalo Bills fans. Caron highlights the transformative impact of social media on the
Bills fanbase; “It’s different now with social media, you can see a lot more people out there,
it feels different from a team point of view, from a fan base it feels a little bigger with social
media” (Caron, 2022). These insights from Caron showcase how social media platforms,
particularly Twitter (X), have expanded and diversified how fans interact and experience
their fandom. The #BillsMafia hashtag exemplifies a “networked public space” as described
by Julian Ausserhofer and Axel Maireder, who characterize these spaces as “simultaneously
bottom-up, top-down, and side-by-side” (Ausserhofer & Maireder, 2013). The interaction
patterns within the #BillsMafia network reflect those observed in political spheres on Twitter
(X). For instance, “68.5 percent of the 87466 tweets by the core users contained one link to
another Twitter user” (Ausserhofer & Maireder, 2013), highlighting the interconnected
nature of the conversations within these networks.
Additionally, this networked public is not just a broadcasting tool but a space for
interaction and conversation. “Politicians and journalists.. interact with each other intensely,
addressing and retweeting and thereby referring to the tweets and accounts of others”
(Ausserhofer & Maireder, 2013), a dynamic that is mirrored in the #BillsMafia networked
public community, where fans, journalists, and team members engage in reciprocal
dialogues. A fan tweet, “I seriously love this team and community! #BillsMafia no matter
what is the best” (Koz, @IKozlowz), encapsulates the sentiment of belonging and shared
passion within this networked public. This tweet reflects the emotional bond and community
spirit created through the #BillsMafia hashtag on Twitter (X). The #BillsMafia hashtag on
Twitter (X) is a networked public where diverse voices and experiences converge, creating a
dynamic and inclusive community. This digital space not only enhances the fan experience
but also reflects the evolving nature of how communities are formed and maintained in the
digital era, especially in discussing the team’s loss to Philadelphia.
In the realm of brand fans, especially in the context of #BillsMafia, the concept of
brand affect is central. According to Chaudhuri and Holbrook (2001), as cited in the study by
Hajer Kefi and Daniel Maar, brand affect refers to a “brand’s potential to elicit a positive
emotional response in the average customer” (Kefi & Maar, 2020). This emotional response
is crucial in the context of #BillsMafia, where fans develop a deep emotional connection
with the brand, transcending the outcomes of games and encompassing the broader
messaging and feeling of the group. The study highlights that active and passive participation
in brand-related communities or fan pages, like those of #BillsMafia, can significantly
strengthen customers’ or fans’ emotional bonds with the brand. This is particularly relevant
after the Bills’ loss to the Eagles, as fans expressed their support and love for the team and
the #BillsMafia community, showing that their connection goes beyond the team’s on-field
performance or the product of the team itself.
Additionally, brand trust, which is the belief in the brand’s ability to perform its stated
function, is positively affected by interactions within brand communities. This trust is
evident in the #BillsMafia community, where fans believe in the team and the community
values, regardless of the ups and downs in their performance, which is evident after their
heartbreaking loss to Philadelphia. The concept of “attitudinal loyalty” (Kefi & Maar, 2020),
which refers to the level of commitment of the average consumer towards the brand, is
highly relevant for #BillsMafia. The fans continued support and engagement, especially in
digital spaces like Twitter (X), even in the face of potential playoff disappointment, is a
testament to their attitudinal loyalty. The positive relationships between brand effect and
brand trust with attitudinal loyalty reflect this loyalty. Integrating these concepts, it is clear
that #BillsMafia members are not just fans of the Buffalo Bills football team, but rather, they
are brand fans who have developed a deeper, effective connection with the brand. A Buffalo
city reporter, Erik Brady, says, “#BillsMafia, is the term that has come to embody the notion
of oneness. It means that the Bills and their fans are family” (Brady, 2023). This connection
is about more than just football; it is about being part of a community that shares values,
traditions, and emotional ties, as exemplified by the quote from Erik Brady and the sentiment
expressed in the tweet from Ann Romosz “I love the #buffalobills, #billsmafia will not
disappoint at supporting our team win or lose. Our boys, led by @JoshAllenQB, may not
have pulled out the victory against #FlyEaglesFly, but they were awesome tonight. More
than I can say about the refs” (Ann Romosz, @ann_romosz). This portrays the loyalty to the
brand above the actual product they produce, creating the brand fans for #BillsMafia.
Exploring self-identity in the context of the #BillsMafia, especially following the
Buffalo Bills loss to the Eagles, involves understanding how fans identify with and express
their allegiance to the team. The study by Joe Harasta provides insights into this
phenomenon, particularly in the realm of sports fandom and social media interaction. Harasta
notes that fans find “emotional satisfaction in cheering for a particular team or athlete
because those teams and athletes provide an important psychological component or addition
to their lives” (Harasta, 2021). This is evident in the #BillsMafia community, where fans
form a deeply emotional and psychological connection with the team, extending beyond the
game’s outcome. The sense of belonging and inclusion is a key aspect of sports fandom, as
Harasta explains: “The effect of being a fan is a sense of belonging and camaraderie with
those like themselves. It helps to define-us-and-them” (Harasta, 2021). This sense of
belonging is significant for the #BillsMafia members, as they actively use the hashtag on
Twitter (X) to express their identity as part of a larger community; additionally, Harasta
points out that self-identity as a fan begins with the individual choice “fan distinction begins
with one fans choice to establish his or her self-identity as a fan” (Harasta, 2021). This
choice is reflected in how #BillsMafia members identify themselves on social media
platforms, particularly after significant events such as the loss to the Eagles.
The study further emphasizes the importance of interaction in reinforcing selfidentification: “Interaction also serves to reinforce self-identification” (Harasta, 2021). Fans
of the Buffalo Bills demonstrate this through their interactions on Twitter (X), where they
share their interactions on Twitter, where they share experiences, support each other, and
collectively navigate the highs and lows of the team’s journey. This concept of selfidentification is also evident in the following tweet: “Our time is definitely coming soon.
Although I am hurt by today’s loss, the accomplishments from this season are still huge. Im
proud to be a part of #BillsMafia.” (Ki, @rosemvry) This tweet showcases how individuals
within the #BillsMafia use social media to express their identity and allegiance to the team,
especially in the face of adversity. The self-identity of #BillsMafia members, as observed in
their interactions on Twitter, is a testament to the deep connection and sense of belonging
that fans feel towards the Buffalo Bills. This connection goes beyond being mere spectators;
it is about being part of a community that you can self-identify with and share a common
identity and passion, as thoroughly explained in the study by Harasta.
In this exploration of the #BillsMafia fanbase, the paper has delved into the
multifaceted nature of sports fandom in the digital age, focusing on the Buffalo Bills fan
community’s response to their team’s defeat. The analysis has revealed the depth and
complexity of the #BillsMafia phenomenon, showcasing it as a vibrant exemplar of
participatory culture, affective sensibiltiy, networked public, brand fandom, and self-identiy.
The #BillsMafia community, transcending the bounds of traditional sports fandom, has
evolved into a dynamic digital collective. Through platforms such as Twitter (X), fans have
created a virtual space where they not only share their passion for the team but also create a
deep sense of belonging and identity. This community stands out as a modern manifestation
of ritual and celebration, where digital interactions are powerful tools for building and
reinforcing communal bonds. Additionally, the emotional and psychological dimensions of
this fan base, as highlighted in the aftermath of the Bills loss to the Eagles, emphasize the
affective connections fans have with the team. These connections go beyond supporting the
team’s on-field performance, encompassing a broader engagement with the brand and its
ethics. Through the lens of #BillsMafia, we see how digital platforms facilitate the
expression of self-identity within sports fandom. Fans use these platforms to demonstrate
their allegiance, not just as spectators, but as integral members of a community that shares
common values and experiences.
In conclusion, the #BillsMafia is a testament to the evolving nature of sports fandom
in our current digital age. #BillsMafia is an accurate representation of a community where
loyalty, identity, and emotional connection converge, creating a unique and powerful fan
culture for all of those involved. This culture is not only about supporting a team; it’s about
being part of a movement that transcends the game of football and all of Western New York,
embodying the spirit of togetherness, resilience, and unwavering support for their beloved
Buffalo Bills. This phenomenon demonstrates how digital platforms can amplify fan
experiences, creating a sense of belonging and shared purpose that deeply resonates. It is a
culture that thrives on communal experiences, celebrates collective victories, and provides a
supportive environment during challenging times, making #BillsMafia a model for modern
sports fandom.
References:
Allegiant Goods Co. (2022, November 30). Why are Buffalo Bills fans called Bills Mafia? the
history. https://www.allegiantgoods.co/blogs/news/why-are-buffalo-bills-fans-called-billsmafia-the-history
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https://doi.org/10.1080/17508487.2011.536512
Ann Romosz (@ann_romosz) “I love the #buffalobills. #billsmafia will not disappoint at
supporting our team win or lose. Our boys led by @JoshAllenQB may not have pulled out the
victory against #FlyEaglesFlybut they were awesome tonight. More than I can say for the refs”
8:14pm, Nov 26, 2023 (X)
Ausserhofer, J., & Maireder, A. (2013). NATIONAL POLITICS ON TWITTER: Structures and
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Chan Gailey’s screen game (@Jasonfogs) “Why can’t I just realize as a #BillsMafia
#BuffaloBills fan for 30+ years not get upset mad pissed annoyed angry disappointed every
game they play knowing what’s going to happen.. DEVASTATION. MEANINGLESS GAMES
BIG GAMES.” 7:13pm, Nov 25, 2023 (X)
Circle The Wagons (@AngelHerna56924) “#billsmafia …. I think I’m done. I mean, I’ve got
nothing left after watching this garbage. Officiating was awful, coaching awful… just makes me
so angry. It’s just not worth it to watch anymore.” 10:25pm, Nov 25, 2023 (X)
Harasta, J. (2021). The Development of Sports Fan: From Self-Identification to “Diehard. Athens
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Kenneth A. Rogers (@planKAR) “This sucks but put it in perspective- on the road against the
best team in the league + the refs and still took it to them throughout. Proud of them #billsmafia
#buffalobills” 8:13pm, Nov 26, 2023, (X)
Ki (@Rosemvry) “Our time is definitely coming soon. Although I am hurt by todays lost, the
accomplishments from this season are still huge. I’m proud to be apart of #billsmafia” 6:28pm,
Jan 22, 2023 (X)
Rushin, S. (2023, January 12). The table-slamming, ketchup-spraying, life-saving Bills Mafia.
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Trey Zarcool (@TreesRule4eva) “”We’re literally right where we wanna be #BillsMafia you can
be a baby about it or knuckle up and go win out” 11:44am, Nov 28, 2023, (X)
What is the Bills Mafia and why do Buffalo’s supporters start using that term? MARCA. (2022,
October 3). https://www.marca.com/en/nfl/buffalobills/2022/10/03/633b3ac8268e3e4f498b459f.html