‘The sponsoring businesses are taking advantage of the opportunities, rolling out new products and offering one-of-a-kind discounts to the crowd. "This is an excellent opportunity to build our brand in our home markets and give us exposure where we haven’t had it before," said Randall L. Scroger, regional manager for Heluva Good Cheese Inc. "The Bills are a legendary thing in western New York and we’re celebrating our 75th anniversary, so we think it’s a natural tie-in."’