Josh Allen recently expanded his endorsement deal with Buffalo-based New Era into an investment stake…in a hat company. While that sounds like your classic athlete-brand partnership, there’s a twist. This partnership is about turning Allen’s walk into the stadium into a lifeline for kids at Buffalo’s Oishei Children’s Hospital.

As noted by The Athletic, Josh Allen wears a one-of-a-kind 9FORTY cap created by patients at Buffalo’s Oishei Children’s Hospital. After the game, he autographs the cap and auctions it off, with all proceeds going to the Patricia Allen Fund. It’s a thoughtful way of blending his game-day tradition with a cause that means so much to the Buffalo community.

The caps normally sell for $34.99 on New Era’s website. But of course, it’s an auction. However, when it came to the Week 1 game-worn version, the auction skyrocketed into five figures — reaching about $17,100 as of now. That’s the power of fandom: a $34.99 cap transformed into more than $17,000 for charity in just two days.

On the other hand, Allen, too, hasn’t been shy about explaining why this partnership, which started since his rookie year in 2018, is so meaningful. “Buffalo has become home for me, and giving back to the community through my partnership with New Era means a lot,” he said when the expanded role was announced. New Era framed the initiative as a unique way to bring together “football, fashion, and the amazing kids who inspire me every day.”

And those kids really do inspire him. The week 1 hat was designed by Jaxson, a resilient five-year-old who spent 44 days in the OCH NICU and has undergone multiple surgeries while living with myotonic dystrophy. And amidst all that pain, Allen gave him hope. The Athletic captured just how special the moment was for his family, with Jaxson’s father calling it “surreal” to see his child’s artwork on Josh Allen’s head. But beyond the excitement, there was a deep sense of pride in knowing that Jaxson’s design would help raise funds for other children facing these medical obstacles.

New Era and the Bills have kept the process simple for fans. The auctions are run through the New Era Cap Foundation’s GiveSmart page (Week 1’s opened at kickoff and closed on Sept. 9 at 8 p.m. ET), to give bidders full confidence. Both New Era and the Bills have emphasized that each cap comes with authentication and verified signatures, ensuring supporters know they’re getting the genuine product. It’s fast and straightforward. And after that Bills’ win, you’d understand why these auctions are reaching five-figures.

Josh Allen put on a masterclass vs the Ravens

For anyone who watched the game, the auction price would feel more than justified. Josh Allen delivered one of the most thrilling fourth-quarter performances imaginable, leading Buffalo back from a 15-point deficit with 7:27 to play. The Bills put up 16 points in the final four minutes to shock Baltimore 41–40, turning the cap he wore that day into something iconic. Allen closed the night with a monster stat line: 33-of-46 passing for 394 yards and two touchdowns through the air, plus 14 rushes for 30 yards and two more scores on the ground. Four total TDs in the comeback. If the MVP didn’t make sense to you last season, it should now.

Lamar Jackson and Derrick Henry had the Ravens rolling early, piling up chunk plays and yards. But when the game flipped late, Buffalo’s defense, and most importantly, Allen’s composure under all that pressure, seized momentum right when it mattered most. As a result, the Bills are pegged to be genuine contenders after years. And Josh Allen is already picturing the Lombardi. “I can see the parade. I can feel it. 5 degrees, brisk, rolling down, hearing the bus roll over the salt and ice. Thousands upon thousands of fans filling up downtown Buffalo. I can see where we’re going up on the steps at city hall. I see it all. Gotta make it turn into reality,” he said.

Allen is doing everything possible to turn that dream into a reality. And if that really happens? Expect those hats to reach 6-figures.