Buffalo Bills owner Terry Pegula dropped a stunning revelation during Wednesday's chaotic end-of-season press conference, telling reporters that the team's coaching staff – not general manager Brandon Beane – pushed to draft wide receiver Keon Coleman in 2024. The bombshell comments came as Pegula explained his decision to fire head coach Sean McDermott after nine seasons, creating immediate questions about Coleman's future with the franchise and exposing internal tensions within the organization.
How the Bills' Press Conference Unraveled: Inside the Coleman Draft Revelation
The press conference began with Pegula and Beane addressing McDermott's firing after the Bills' heartbreaking overtime loss to the Denver Broncos in the AFC Divisional Round. When Beane was asked about perceptions that the roster lacked talent at receiver, particularly regarding Coleman's struggles, Pegula unexpectedly interrupted. "Can I interrupt? I'll address the Keon situation," Pegula said. "The coaching staff pushed to draft Keon. I'm not saying Brandon wouldn't have drafted him, but he wasn't his next choice. That was Brandon being a team player and taking advice of his coaching staff who felt strongly about the player."
Beane attempted to clean up the comments, telling reporters: "He was my pick. I made the pick. Terry's point was that we might have had a different order of personnel versus coaching, and I went that way. But ultimately, I'm not turning a pick for a player that I don't think we can succeed with." The revelation immediately shifted focus from McDermott's departure to questions about front office cohesion and whether Coleman was truly a Beane selection.
From Draft Day to Disappointment: The Keon Coleman Timeline
Coleman's journey with the Bills has been marked by unmet expectations since he was selected 33rd overall in the 2024 NFL Draft. The Florida State product showed flashes of potential in his rookie season, catching 67 passes for 960 yards and eight touchdowns in 26 games, but his production declined sharply in 2025. After a promising season opener where he grabbed eight passes for 112 yards and a touchdown against the Ravens, Coleman never again reached 50 receiving yards in a game and was held to four or fewer catches in his final 14 contests.
Off-field issues compounded the on-field struggles. Coleman was benched for two games in November 2025 after arriving late to a team meeting, marking the first healthy scratch of his career. He was also a healthy scratch multiple times throughout the season, leading to questions about his maturity and commitment. "Some of the maturity stuff got in the way," Beane acknowledged during the press conference. "It's up to us to develop his talent so he can help us win games."
Why Pegula's Comments Could Reshape Buffalo's Future
Pegula's decision to publicly reveal the draft dynamics represents more than just accountability shifting – it signals deeper organizational fractures that could impact the Bills' coaching search and roster decisions moving forward. By explicitly stating that the coaching staff pushed for Coleman, Pegula effectively threw McDermott's regime under the bus while protecting Beane, who was promoted to president of football operations on the same day McDermott was fired.
The timing of these revelations creates an awkward situation for Coleman, who remains under contract for two more seasons on his rookie deal. Statistics show how far Coleman has fallen short of expectations: his 404 receiving yards in 2025 ranked 112th among NFL receivers, while players drafted immediately after him – including Ladd McConkey and Ricky Pearsall – have outperformed him significantly. McConkey surpassed Coleman's career reception and yardage totals in his rookie season alone.
Where Things Stand Now: Coleman's Future in Buffalo
Despite the public criticism from his owner, Coleman remains on the Bills roster with two years remaining on his contract. Beane expressed continued belief in the 22-year-old receiver, telling reporters: "Keon Coleman is a young player that has been here two years, has two years left on his deal. It's up to us to continue to work with him and develop him. His issues have not been on the field. They've just been maturity things that he owns."
The Bills face significant decisions at the wide receiver position this offseason. Khalil Shakir emerged as Josh Allen's most reliable target in 2025, while midseason acquisition Brandin Cooks struggled with consistency. With limited cap space and a need to improve offensive weapons around Allen, the Bills must decide whether to continue investing development resources in Coleman or explore trade options. Pegula's comments have undoubtedly decreased Coleman's trade value while increasing pressure on the young receiver to prove himself.
What Happens Next: The Road Ahead for the Bills
Buffalo's immediate focus shifts to finding McDermott's replacement, with Beane confirming the search will be collaborative and include input from quarterback Josh Allen. The new head coach will inherit the Coleman situation and must decide how to handle a player whose selection has now been publicly questioned by ownership. Several candidates with offensive backgrounds are expected to interview, including former Giants head coach Brian Daboll, who served as Buffalo's offensive coordinator from 2018-2021.
Beyond the coaching search, the Bills must address their receiver corps this offseason. Beane acknowledged the need for improvement, stating: "I want No. 1 receivers everywhere, I do. But I also want to make sure, there's teams out there with No. 1 receivers that haven't made it as far as we do, maybe because their o-line's not as good, maybe because they made concessions on defense or other areas – you've got to kind of make some concessions. I promise you, we're looking."
Key Points to Remember
The fallout from Terry Pegula's press conference extends far beyond one player's draft story. It reveals an organization at a crossroads, grappling with seven consecutive seasons of playoff disappointment and searching for answers. Pegula's decision to publicly disclose the draft dynamics around Coleman represents a significant break from conventional NFL ownership decorum and could have lasting implications for Buffalo's front office relationships, coaching search, and roster construction. As the Bills begin their offseason, all eyes will be on how they navigate these newly revealed tensions while trying to build a Super Bowl contender around franchise quarterback Josh Allen.
