Joe Brady has removed any uncertainty surrounding Keon Coleman‘s future, stating clearly that the wide receiver remains part of the Buffalo Bills‘ plans as the franchise moves forward under new leadership.
Speaking on Thursday during his official introduction as head coach, Brady delivered an unambiguous message amid lingering questions about Coleman‘s place on the roster.
“Keon Coleman is going to be a Buffalo Bill,” Brady said, making his position unmistakable.
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The statement carried weight given Coleman‘s uneven first two seasons in the league and the scrutiny that followed the firing of former head coach Sean McDermott.
Brady, who served as Buffalo‘s offensive coordinator for the past two seasons, made it clear that his belief in Coleman predates his promotion.
“I told Keon when I got hired, the best thing that happened to Keon Coleman was me being his head coach,” Brady said. “I was one of the ones that stood on the table for Keon Coleman, and I believe in Keon Coleman.”
Brady framed the past season as part of a longer development process rather than a failure. He described 2025 as a “learning year” and acknowledged that, at times, individual roles were secondary to broader team needs.
“He’s going to continue to grow, but the elements that we saw in the draft process — the confidence that I have in him and his ability — and as long as he’s handling what he needs to do off the field, I have no doubt that he’s going to be successful on the field,” Brady added.
Bills leadership rallies after mixed messages
Brady‘s public backing follows comments made last week by Bills owner Terry Pegula, who said the coaching staff, not general manager Brandon Beane, “pushed to draft Keon” in 2024.
Pegula added that Beane was “being a team player and taking advice of his coaching staff who felt strongly about the player.”
Those remarks placed Coleman, the 33rd overall pick in the 2024 NFL Draft, firmly back in the spotlight. Now 22, the former Florida State standout has struggled to find consistency in Buffalo.
He was disciplined in November for being late to a team meeting, benched for a quarter during his rookie season because of timing issues away from the field, and was a healthy scratch for four games this year.
Brady acknowledged that standards matter, but stressed that correction and communication belong inside the building.
“Mr. Pegula can literally do whatever Mr. Pegula wants to do,” Brady noted. “And part of the thing that I’ve loved about this is, look, the communication and airing your thoughts and your feelings, that’s what I want. That’s part of our culture.
“Keon Coleman is going to be on our football team, and I have no issues with, if there [are] elements that need to be cleaned up from that, those are conversations that we can have. But Keon knows how I feel about him; how much I love him and the faith that I still have in him.”
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