Uber Eats Launches ‘Live’ — Now Delivering Direct to Your Stadium Seat

Uber Eats is changing the way South Africans experience live entertainment with the official launch of Uber Eats Live — a first-of-its-kind feature that allows fans to order food and drinks directly to their seat at major venues. The innovative service was recently piloted at SunBet Arena in Pretoria during the Basketball Africa League (BAL), offering spectators an unmatched combination of convenience, technology, and entertainment.

By using the Uber Eats app, fans attending BAL games could select SunBet Arena as their venue, browse a curated menu of on-site vendors, place their order, and have their favourites delivered straight to their seat — all 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. Uber Eats Live is about enhancing moments, not interrupting them. It’s innovation that moves with the crowd, not against it.”

said Cassie Jaganyi, Head of Communications, Uber Sub-Saharan Africa

The launch of Uber Eats Live builds on Uber Eats’ continued growth in South Africa. According to the Uber 2023 Economic Impact Report, the platform supported over 40,000 earners and contributed R17 billion to the local economy in a single year. Uber Eats Live not only enhances the consumer experience but also creates new opportunities for merchants and delivery partners in the live events space.

Beyond sports, Uber Eats aims to expand this service to music festivals, local markets, and pop-up events across the country, tailoring the offering to fit various live entertainment formats and venues. The successful pilot at SunBet Arena is only the beginning.

In addition, Uber Eats is keeping the good times going with After Dark, a feature offering late-night deliveries until midnight, giving fans the freedom to enjoy their favourite meals, snacks, or desserts even after the final whistle.

Uber Eats Live is more than just a tech feature—it’s a new chapter in fan engagement. It signals Uber’s intent to reimagine what’s possible at the intersection of technology, hospitality, and entertainment, putting fans at the heart of the action whether they’re in the front row or on the couch.

From Pretoria to future venues nationwide, Uber Eats is setting a new standard for live event convenience — one seat at a time.