SUMMARY
- Joe Montana and Jerry Rice drove UberX vehicles in San Francisco before Super Bowl LX.
- The activation highlighted Super Bowl LX fan engagement and NFL community outreach.
- The stunt underscored the enduring cultural impact of the Montana-Rice legacy.
Joe Montana and Jerry Rice, two Hall of Fame icons of the San Francisco 49ers, partnered with Uber to surprise riders in San Francisco by serving as UberX drivers ahead of Super Bowl LX at Levi’s Stadium in Santa Clara, California, adding a fan focused moment to the league’s marquee week.
The promotional effort placed two of the NFL’s most recognizable figures behind the wheel, offering unsuspecting fans a personal experience during one of the busiest sports weeks of the year.
Uber said the activation was designed to celebrate Super Bowl LX while spotlighting San Francisco’s football history.
Montana and Rice defined the 49ers dynasty of the 1980s, winning multiple Super Bowls and setting league records that reshaped the modern passing game.
Their appearance coincides with the NFL’s expanded emphasis on experiential marketing around the Super Bowl, which returns to the Bay Area’s orbit for the first time since Super Bowl L.
“Experiences that create direct interaction between legends and fans build emotional equity for the league,” said Marc Ganis, president of sports consulting firm Sportscorp.
Uber Head of Global Marketing Jill Hazelbaker said the company aimed to “connect riders with moments they will remember long after Super Bowl LX.”
Montana joked in his Uber profile about “making clutch drives in the Bay Area,” while Rice referenced their Super Bowl chemistry. NFL spokesperson Brian McCarthy said fan engagement events “extend the Super Bowl beyond the stadium.”
The NFL and sponsors are expected to expand localized activations tied to future Super Bowls, emphasizing community access.
By trading the huddle for city streets, Montana and Rice reinforced their lasting bond with fans and the Bay Area during Super Bowl LX week.
NOTE! This article was generated with the support of AI and compiled by professionals from multiple reliable sources, including official statements, press releases, and verified media coverage. For more information, please see our T&C.
