Well, whatever the Bills' publicity machine did...it worked like a charm.
Bob Kraft and his family provided or were responsible for ~$1.0b of funding for Patriot Place, the land around it and Gillette Stadium (OK, he did get $70M of public $$$ for infrastructure improvements around the stadium, but he is reported to be repaying all of it):
Building a future: Gillette Stadium financing altered NFL landscape).
On the other hand, NY Governor Hochul cut a deal with the Pegula's, conveniently reinforcing her support among the Bills' fanbase and across upstate NY during an election cycle, for $1.1b of public funding for the Bills' new stadium (to be accurate, $850,000,000 up front by the State:
Hochul’s Stadium Swindle).
Hmmm...a lot easier to sell that for a "potential SB Champion" than a franchise that hasn't won a Lombardi in 62 years as a Professional team...oops, nowadays they can't even get to the AFCCG...
So, what does Bob Kraft get from the NFL in exchange? Suspensions, fines and Deflategate media lies driven by HSPN (I can't believe that Chris Mortensen is still being given airtime, as recently as this past weekend, by that "Network.").
PS: I'm not naive. The Kraft family has done very nicely renting out Gillette for a wide range of events, but I suspect the Pegula's will do the same on the public's dime.