Uber is reportedly plunking down as much as $500,000 to become the exclusive ride-hail service of Super Bowl 50, according to Quartz. As part of the deal, Uber will have its own pick-up and drop-off zones at Levi's Stadium in Santa Clara, California. Other app-based car services, like Lyft, will not be allowed at the Super Bowl.
The deal is a first for Uber, which has been barred from operating at previous Super Bowls because of traffic restrictions or rules imposed by the host cities. Thanks to the sponsorship deal, as well as the game's proximity to Uber's San Francisco headquarters, the company will have unfettered access.
"This year's game is in our backyard, and we want to make sure Bay Area residents and fans from all over the world can easily get to the action at the tap of a button for the smoothest Super Bowl experience yet," said Amy Friedlander Hoffman, head of business development and experiential marketing for Uber, in a statement to The Verge.
The Super Bowl Committee, which oversees logistics and traffic at the game, told Quartz that Uber will be spending between $250,000 and $500,000 in "cash and services" on the game; an Uber spokesperson would not confirm those numbers.
Uber's exclusive zone will be at Red Lot 5, which is a 15-minute walk to Levi's Stadium. There will be a lounge for riders to request and get matched with their ride after the game. The app will be geofenced to direct riders to the rider lounge for the most convenient pick up, Uber says.
One downside for those football fans planning on contributing to the gig economy during the big game: tailgating, Uber says, will not be allowed.