In the latest Boardroom Talks, the Buffalo Bills’ MVP quarterback discusses his big year, including winning the NFL MVP award, teaming up with SoFi & New Balance, and more.
Josh Allen has had a transformational 2025, and we’re still only in the year’s third quarter.
In February, the Buffalo Bills‘ superstar quarterback won his first NFL MVP award, for a spectacular 2024 season that came painfully short of a Super Bowl appearance with a conference championship loss to the Kansas City Chiefs. A month later, he signed a six-year, $330 million contract extension with Buffalo, including an NFL-record $250 million guaranteed. At the end of May, Allen married his longtime girlfriend, actor/singer Hailee Steinfeld.
And after Allen’s long-term contract agreements, both on and off the field, the endorsement deals for the 29-year-old started pouring in. He joined SoFi as its newest ambassador, promoting the company’s new SoFi Plus premium membership program. A new partnership with sleep supplement company Natrol saw him truly prioritize proper rest for the first time in his life. Other new deals with Therabody, Wonderful Pistachios, New Balance, and New Era proved that Allen is a bankable superstar pitchman poised to be a bankable sporting spokesman for many years to come.
Perhaps one of Allen’s biggest highlights so far this year was a Boardroom Talks conversation he had with me in Buffalo in early August, where the 6-foot-5 signal-caller was more than appreciative of his many new beginnings, but tried not to think about how far he’s come over the last few years.
“I don’t take my life for granted and how fortunate I am,” Allen told me, “but I’m not too sentimental when it comes to things of that nature. I think it’s the quarterback in me. We’re always trained to focus on the next play. We throw a pick, we throw a touchdown, whatever we did the last play, it’s behind us and it doesn’t affect our next play. The best is yet to come. Now I need to go out there and do everything I can to help this team win a Super Bowl.”
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With $250 million now guaranteed and many millions more now coming in through endorsement deals, what’s Allen going to do with all this money? In terms of investing in himself, he said that’s making sure he’s eating the right things and getting all the necessary treatment. And since he said he’s not a big spender anyway, the newlywed is trying to be smart and save for things down the road.
“Potential houses one day, hopefully a family,” Allen said. “There’s a lot of things that pop up in your life that I don’t even know what I don’t know yet. And that’s the cool part of going through life, especially with my wife and the people that are in it. Just being excited every day, waking up and enjoying life.”
Allen also discussed making some interesting purchases off of TikTok, how he makes major financial decisions, how he builds a personal brand for himself outside football, comparing himself to quarterbacks past and present, and the support he receives in Buffalo on a daily basis from his famously loyal Bills Mafia.
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