Uber Eats is redefining the live entertainment experience for South Africans with the launch of Uber Eats Live, a pioneering feature that enables fans to order food and drinks directly to their seats during events. The service made its debut at the SunBet Arena in Pretoria during the recent Basketball Africa League (BAL), offering spectators a taste of the future of fan engagement.
By opening the Uber Eats app, selecting the venue, and browsing a curated menu from on-site vendors, fans could skip the queues and enjoy stadium favourites delivered without ever leaving their seat. The goal: ultimate convenience, without missing a single moment of the action.
“We’re proud to introduce a product that meets South Africans exactly where they are—at the heart of culture, community, and celebration,”
said Cassie Jaganyi, Head of Communications for Uber Sub-Saharan Africa.
“Uber Eats Live is about enhancing moments, not interrupting them. It’s innovation that moves with the crowd, not against it.”
This bold innovation builds on Uber Eats’ growing presence in South Africa. According to Uber’s 2023 Economic Impact Report, the platform supported over 40,000 earners and contributed more than R17 billion to the local economy in a single year. Uber Eats Live is the next step in a journey that’s blending technology with human experience, unlocking new value for consumers, merchants, and delivery partners alike.
Beyond sports, Uber Eats is looking to integrate this feature across a wider entertainment landscape — from music festivals and local markets to pop-up cultural events. Following the success of the SunBet Arena pilot, plans are already in motion to bring Uber Eats Live to additional venues across the country.
And the innovation doesn’t stop when the final whistle blows. With the new After Dark feature, Uber Eats now offers late-night delivery until midnight, allowing fans to continue the festivities at home with their favourite meals, snacks, or desserts.
Uber Eats Live is more than just a feature — it’s a vision for the future of live experiences. By merging technology, convenience, and entertainment, it promises to elevate how South Africans celebrate, cheer, and connect — whether at the game, the gig, or the get-together.
From Pretoria to the nation at large, Uber Eats is setting a new standard — one seat, and one order, at a time.
