Uber Hosts Star-Studded 'One Party' for Super Bowl Weekend

Celebrities from music, film, and sports attend exclusive event in San Francisco

Published on Feb. 8, 2026

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Super Bowl weekend officially kicked off in San Francisco with a high-profile event hosted by Uber at Pier 48. The 'One Party' drew a diverse crowd of celebrities, including Ciara, Russell Wilson, Queen Latifah, Madelyn Cline, Emma Roberts, Jon Hamm, Cardi B, and more. The event featured live performances by Olivia Dean and Shaboozey, blending entertainment and exclusive brand experiences.

Why it matters

The Uber 'One Party' is a prime example of how brands are leveraging the Super Bowl to create immersive, experiential marketing events that go beyond traditional advertising. This trend reflects the growing importance of experiential marketing, which is projected to account for over 31% of all marketing spend by 2024.

The details

The event at Pier 48 offered a diverse lineup of celebrity guests, from musicians like Olivia Dean and Shaboozey to actors and athletes. Olivia Dean performed hits like 'Man I Need,' 'So Easy,' and 'Dive,' while Shaboozey showcased 'Tipsy' and 'Amen.' The guest list also included Queen Latifah, Madelyn Cline, Emma Roberts, Jon Hamm, Anna Osceola, Cardi B, Robbie G.K., Becky G, and Ty Dolla $ign, underscoring the Super Bowl's growing appeal as a cultural moment beyond just football.

  • The Uber 'One Party' was held on Friday, February 6, 2026, kicking off Super Bowl weekend.

The players

Uber

An American transportation network company that offers ride-hailing, food delivery, and other services.

Olivia Dean

A Grammy-winning artist who performed at the Uber 'One Party'.

Shaboozey

A country music star who performed at the Uber 'One Party'.

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What they’re saying

“It was my first time playing as part of Super Bowl Weekend! It was a lot of fun performing at The One Party with Uber – the atmosphere was great!”

— Olivia Dean (newsy-today.com)

“The Uber One Party had San Francisco locked in — good sound, good vibes all night. Super Bowl weekend energy is unmatched, and this was the perfect way to start it off.”

— Shaboozey (newsy-today.com)

What’s next

As the Super Bowl weekend continues, more brands are expected to host similar experiential events to engage with consumers and generate buzz around the big game.

The takeaway

The Uber 'One Party' highlights the growing trend of brands leveraging the Super Bowl to create immersive, experiential marketing events that go beyond traditional advertising. This strategy aligns with the broader shift towards experiential marketing, which is projected to account for a significant portion of all marketing spend in the coming years.