Uber Eats Launches ‘Live’ — Now Delivering Direct to Your Stadium Seat
Game-changing feature piloted at SunBet Arena during the Basketball Africa League
Uber Eats is redefining live-event convenience in South Africa with the rollout of Uber Eats Live—a seamless in-seat delivery feature that debuted at Pretoria’s SunBet Arena during the recent Basketball Africa League (BAL) fixtures. Attendees simply open their Uber Eats app, select “SunBet Arena,” and browse a curated menu of stadium vendors before placing an order that arrives directly at their seat.
The pilot at SunBet Arena offered BAL fans a true “hands-free” experience: no more queueing for snacks or missing key moments on court. From gourmet burgers and loaded fries to craft sodas and local favourites, everything was accessible with a tap—enhancing the live entertainment environment without interruption.
“We’re proud to introduce a product that meets South Africans exactly where they are—at the heart of culture, community and celebration,” says Cassie Jaganyi, Head of Communications, Uber Sub-Saharan Africa. “Uber Eats Live is about enhancing moments, not interrupting them.”
This innovation builds on Uber Eats’ established impact in South Africa. According to the platform’s 2023 Economic Impact Report, Uber Eats supported over 40,000 earners and contributed R17 billion to the local economy in a single year. By integrating in-seat delivery, the company continues to empower merchants and delivery partners while elevating fan experiences.
Following strong demand at SunBet Arena, Uber Eats plans to expand Live to major venues nationwide—sports stadiums, music festivals and pop-up events alike. And for those who want the party to continue off-site, After Dark extends delivery hours until midnight, ensuring fans can keep the celebration going from their couch.
Uber Eats Live signals more than a new feature—it marks a strategic commitment to innovation at the intersection of technology, hospitality and entertainment. From front-row seats to front-door service, Uber Eats is setting a new standard for how South Africans enjoy live events.
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