Bills Announce Comprehensive Mental Health Initiative Following Tragic Death of Cowboys’ Marshawn Kneeland — “This Is About Protecting the Person Beneath the Helmet.” – Terry Pegula

Buffalo, New York — November 10, 2025

In a powerful move that has resonated across the NFL, the Buffalo Bills have announced a sweeping mental health and wellness initiative inspired by the tragic death of Dallas Cowboys defensive end Marshawn Kneeland, who passed away by suicide at just 24 years old.

Standing before reporters inside the AdPro Training Center, Bills owner Terry Pegula and head coach Sean McDermott outlined a comprehensive program that aims to redefine how teams care for their athletes — not just as players, but as human beings.

“This isn’t about football — it’s about life,” Pegula said solemnly.
“We’ve lost someone far too soon, and it’s time we stop treating mental health as something secondary. Our players deserve a place where they can be honest, vulnerable, and safe.”

A BLUEPRINT FOR CHANGE IN THE NFL

Under the initiative, the Buffalo Bills will expand their mental health department and introduce several new long-term support systems for current and former players — a move some league analysts have called “the most progressive wellness framework in the AFC.”

1. Expanding Professional Support

• The team will triple its mental health staff, growing from one in-house therapist to a full-time team of three licensed psychologists and counselors available year-round.

2. Training for Awareness and Prevention

• All coaches and medical personnel will undergo mandatory mental health training to identify signs of depression, anxiety, or burnout — from subtle behavioral shifts to extreme isolation.

3. Monthly Mental Wellness Workshops

• Regular workshops will focus on stress and emotion regulation, substance abuse prevention, and the long-term neurological effects of concussions (CTE).

4. Life Beyond the Field

The program extends beyond retirement. Former Bills players will receive free annual mental health checkups, counseling, and transitional support as they adapt to post-football life.
Additionally, the Bills Foundation will fund an annual Mental Resilience Grant, covering therapy and medication for retired athletes in need.

TERRY PEGULA: “WE CAN’T WAIT UNTIL IT’S TOO LATE.”

With emotion in his voice, owner Terry Pegula spoke about the need for proactive care — not reactive response.

“We can’t wait until tragedy strikes to care. We can’t lose another player, another friend, another son,” Pegula said.
“If this saves even one life, it’s worth every effort.”

Head coach Sean McDermott echoed the sentiment:

“We preach brotherhood here every day — but brotherhood means showing up when the lights are off. This initiative is how we live that message.”

LOCKER ROOM REACTION

The announcement deeply moved Bills players, many of whom have faced their own struggles balancing fame, pressure, and pain.

Linebacker Matt Milano said quietly after the press conference:

“People think we’re built of steel. Truth is, we bleed the same as everyone else. Seeing the team care this much — that’s what makes you proud to wear this jersey.”

Quarterback Josh Allen, visibly emotional, added:

“We talk about family in Buffalo, and this is what family looks like. We take care of each other.”

LEGACY BEYOND LOSS

Though the program was sparked by the loss of Marshawn Kneeland, the Bills emphasized that its purpose reaches far beyond one moment — it’s about creating lasting change in how the NFL views mental wellness.

The organization plans to propose this framework at the 2025 NFL Winter Meetings, urging other teams to adopt similar systems across the league.

Before concluding, the room fell silent as a message appeared on the screen behind Pegula:

“If you or someone you know is struggling, call or text 988. Help is available 24/7.”

The crowd rose in silence — players, reporters, and staff standing together.
Because for once, football wasn’t the story.
Humanity was.