Sabres and Erie County Level Up partner for new Diversity Shop at KeyBank Center

The Buffalo Sabres have announced the launch of the “Diversity Shop at KeyBank Center,” in collaboration with the Erie County Level Up program. The initiative will showcase eight Black-owned retailers and their products at four Sabres home games.

The Diversity Shop will be located on the 100-level concourse, featuring two participating Level Up businesses at each game, with one business highlighted in the east wing and the other in the west wing. The retailers will engage with fans by sharing products and information about their businesses at dedicated tables.

The Erie County Level Up initiative, created by Erie County Legislature Chairwoman April N.M. Baskin, is aimed at supporting business owners from disadvantaged backgrounds across Western New York. The initiative provides access to resources and corporate-level relationships to facilitate business growth.

In support of Black History Month, Baskin aims to highlight Black-owned businesses in Buffalo to increase their reach and assist in overcoming financial and information barriers that hinder business growth. The eight Black-owned businesses to be showcased at the Diversity Shop from Feb. 13 through March 12 include Najah Corporation, Skincare Essentials by Jill, Elle James Decor, Black Monarchy, Melanin Skyn Co., Skinny Wick Candle Co., Nikki’s Chocolates WNY, and Charm Handmade Jewelry.

Rob Minter, interim COO of the Buffalo Sabres, expressed excitement for the collaboration with Level Up and the opportunity to support diverse and marginalized groups in the Buffalo community. The organization is a strong proponent of the Level Up initiative and is keen to host several of their businesses at select Sabres games.