There's lots of options for extending Bonds to NPCs, even organizations or places. If you opt for that just let the players (Ben and Amy, I'm guessing? Or Owen and Paige?) fill in any name they want, establishing NPCs or whatever. If they establish stuff, make sure to situate it on the World map.
The simplest thing is to just let those Bonds be fictional and count for the purposes of resolving: when the bond's resolved, mark XP and get a new bond.
If you want you can go beyond that and make custom moves. Stuff like:
For each bond you have with the mage's guild you can get one protective spell cast on you when you have time and safety in a place with a guild presence.
Each bond you have with Hawk subtracts 1 coin from the cost of anything bought in Greybark.