• by Adam Buckman , Featured Columnist, April 7, 2025

Hallmark is continuing a partnership with the NFL going into this year’s Upfront that appears to be unique in TV.

Following on the success of its NFL-themed TV movie last fall about a love match between a Kansas City Chiefs superfan and a handsome Chiefs promotions manager, Hallmark is moving the action to Buffalo with the second movie in its “Holiday Touchdown” series -- “Holiday Touchdown: A Bills Love Story.”

The new movie, which has not yet started filming, will likely air in November in the heart of both the holiday season and football season. “Holiday Touchdown: A Chiefs Love Story” aired last November 30.

The “Holiday Touchdown” movies are a part of Hallmark’s all-hands-on-deck approach to gearing up for the holidays.

In a series of Upfront announcements last week, Hallmark naturally emphasized its commitment to the Christmas season, promising “a robust roster of new holiday movies.”

The number of new original movies coming later this year was not disclosed, but that announcement usually comes from Hallmark closer to the holiday season.

It will be the 16th year for Hallmark’s “Countdown To Christmas” holiday content, which will combine new originals with hours and hours of older movies from the network’s vast treasure trove.

Hallmark says “Holiday Touchdown: A Chiefs Love Story” was “the No. 1 watched cable movie of 2024.”

The movie was about a young woman (Hunter King, above photo) who is rooting for her family to win the Kansas City Chiefs’ Fan(s) of the Year contest because of their long-time, multigenerational devotion to the team.

Somehow, she falls in love with the Chiefs’ director of fan engagement (Tyler Hynes, above photo), the exec who manages the Fan of the Year contest.

Hallmark’s engagement with the Chiefs encompassed more than just a TV movie. The network sponsored a “Star Cam” in GEHA Field at Arrowhead (the current full name of Arrowhead Stadium) that captured fans in the stands and then “matched” them with references to Hallmark such as “Secret Hallmark Fan,” “Queen of Christmas” and “Future Hallmark Star.”

Hallmark also sponsored a Tailgate “experience” in the stadium parking lot and gave out a free Chiefs-Hallmark Channel pennant to fans as they entered the stadium gates. Expect more of the same at Buffalo’s Highmark Stadium.

Meanwhile, Hallmark’s other content plans going into the Upfront include new seasons of established hit series such as “When Calls the Heart,” “The Way Home” and “The Chicken Sisters.”

The network is also continuing to grow its recent push into reality content with a new banner for its growing stable of unscripted shows, “Reality TV with Heart.”

New shows include “The Motherhood,” hosted and created by actress Connie Britton, in which over-burdened single moms will receive lifestyle coaching, and renovation and design assistance to “help the mom create a harmonious living space, implement effective parenting strategies and refresh her wardrobe,” Hallmark says.

Also on the way: “Baked With Love: Holiday,” a family bake-off competition; and “Armed to Build,” in which a community will show its gratitude to veterans and first responders by “delivering distinct life transformations.”

Another new one, “Daughter of the Bride,” will have daughters helping their mothers “as they prepare for a new beginning in love.”

Photo credit: Hallmark Media