The Buffalo Bills quarterback Josh Allenand his girlfriend, Hailee Steinfeld kept their relationship out of the spotlight during the 2023 NFL season. However, the usually private couple decided to switch things up this year.

Steinfeld, who attended nearly every Bills game last season, posted a photo from the airport on her Instagram Stories before the Bills’ Thursday Night Football game against the Miami Dolphinson September 12. She appeared to confirm her destination by posting blue hearts and football emojis while waiting for her flight.

However, an hour before kickoff, Steinfeld dropped a major announcement regarding her upcoming Beau Society newsletter in full Bills gear. The 27-year-old teamed up with Queen City Vintage, a boutique shop in Buffalo for her next issue. Allen’s mom, Lavonne Allen, posted in the comments, “💙❤️💙❤️🎉🎉🎉💙❤️.”

Steinfeld and Queen City Vintage posted the news on Instagram with the caption, “Beau Society Issue #06 out tomorrow. Really excited about this one,” with a link to sign up. Considering this was the first photo Steinfeld posted on social media in gear supporting her boyfriend’s team, Bills Mafia was thrilled.

One woman commented, “Our Buffalo Girl💙.” Another fan wrote, “here for this!!! cant wait ! go bills <3.” However, not everyone was as excited about the collaboration as Bills fans.

One person lamented,”here we go making her whole personality about her bf 🤦🏽.” Another person ranted in part, “you need to realise that YOUR fans don’t care about you bf, talk to us about that event you gone this week, not about you man team and buffalo, WE DONT WANT TO KNOW, talk to us about you career, not your private life.”

However, Steinfeld and Allen are enjoying sharing their personal life with fans. The Bills star sharedseveral photos with Steinfeld from their offseason adventures on July 23. He captioned the post, “Onward.”