From the Bills site article:
“We wanted to partner up with the Buffalo Bills because of their rich tradition and success, as well as their presence on the East Coast,” said Mr. Masami Murata, President of SANYO North America Corporation. “We are very pleased to be part of one of America’s successful sports franchises and such a strong team brand.”
Possibly, another case of someone not familiar with how big the US is and thinking Buffalo is a few minutes from NYC?