Bills GM Brandon Beane Gives Keon Coleman 'Every Chance' to Reset in 2026

Brandon Beane's Coleman Gamble: 'Every Chance' or Last Chance?

Buffalo Bills GM Brandon Beane is rolling the dice on Keon Coleman's future, giving the embattled wide receiver a full reset opportunity for 2026. The question isn't whether Coleman gets another shot — it's whether he can finally deliver.

Coleman, Buffalo's 2024 second-round pick, caught 38 passes for 404 yards and 4 touchdowns in 13 games during the 2025 season. The 6-foot-4, 220-pound Florida State product has totaled 67 catches for 960 yards and 8 touchdowns in his first 26 NFL games. Not exactly the production you want from a top-40 pick.

"Don't let some of the maturity issues off the field affect the product on the field," Beane told reporters, per ESPN. "He will have every chance." Translation: We're not giving up on him yet, but the clock is ticking.

The Coaching Staff's Coleman Crusade

Here's the thing: this isn't just Beane's pet project. New head coach Joe Brady, who served as Buffalo's offensive coordinator the previous two seasons, has publicly backed Coleman.

"He will be a Buffalo Bill and I believe in him," Brady stated, according to Bleacher Report. Bills owner Terry Pegula dropped a bombshell: the coaching staff, not Beane, "pushed to draft" Coleman in the second round of the 2024 NFL Draft. So when Beane talks about giving Coleman every chance, he's also answering to the coaches who vouched for him.

2025: The Season That Wasn't

Coleman's 2025 season was a mess — and not the fun kind. The former Florida State standout started 6 games and showed flashes of potential but struggled with consistency and availability. Maturity issues off the field became the story, not his on-field performance.

"We need Keon Coleman to have the excellent offseason he had a year ago," Beane said, per NBC Sports. The Bills' GM emphasized that Coleman's physical tools remain elite, but his development has been hampered by factors beyond football. Translation: The talent is there. The head isn't.

Why This Matters for Josh Allen

The Bills' investment in Coleman represents a significant bet on his upside. With Stefon Diggs traded and Gabe Davis entering free agency, Buffalo needs Coleman to emerge as a reliable No. 2 target alongside Dalton Kincaid. Can he handle that pressure?

Coleman's rookie season showed more promise statistically, with 29 catches for 556 yards and 4 touchdowns in 13 games. The drop-off in his second season raised questions about his ability to handle increased expectations and responsibilities. Is he a slow starter or just not that good?

The Clock is Ticking

The upcoming offseason will be crucial for Coleman's development. The Bills have until April 23-25, 2026 (NFL Draft in Green Bay) to determine their wide receiver depth chart for the 2026 season. That's not a lot of time to prove you belong.

Buffalo's coaching staff, particularly Brady, will be tasked with helping Coleman mature both on and off the field. The Bills have maintained that Coleman's physical tools and work ethic remain strong, but his ability to overcome maturity issues will determine whether he becomes the playmaker they envisioned when selecting him 33rd overall.

Fresh Start or Final Chance?

For Coleman, the 2026 season represents a true fresh start — or maybe his last shot. With a new coaching staff that believes in him and a front office willing to be patient, the 23-year-old receiver has the chance to prove that his 2025 struggles were a temporary setback rather than a sign of deeper issues.

The Bills' willingness to give Coleman "every chance" reflects their belief in his potential and their need for young playmakers around quarterback Josh Allen. But here's the reality: in the NFL, patience only lasts so long. Whether Coleman can capitalize on this opportunity will be one of the most compelling storylines to watch as Buffalo prepares for the 2026 season. Because if he doesn't deliver this time? There won't be a next time.