• Loading stock data...
Saturday, July 19, 2025

Rice-A-Roni Connects With Jerry Rice In Natural Partnership

Jerry Rice-A-Roni
Photo Credit: Kirby Lee-USA TODAY Sports
Jerry Rice-A-Roni
Photo Credit: Kirby Lee-USA TODAY Sports

Jerry Rice finally has entered a partnership he’s waited on for years. 

The Hall of Fame wide receiver is heavily involved in a new campaign with Rice-A-Roni and Pasta-A-Roni, and he couldn’t be happier to be partnered with the brand that shares his name and a city. 

“We’re both San Francisco treats,” Rice said, in reference to the brand’s famous tagline. “I’ve always wanted to do something with them and it was just meant to be that it’s happening now.” 

The San Francisco 49ers legend hasn’t played since 2004 with the Seattle Seahawks – he also played for the Oakland Raiders. But the new retirement gig for Rice is one he’s not taking lightly. The Rice-A-Roni campaign includes a website, GoTeamRice.com, and a YouTube series featuring Rice.

As a way to energize the Rice-A-Roni brand with the campaign centered around football, the brand felt it was time to finally bring in Rice, said Katie Scupham, marketing director at Quaker Foods North America, which manages the Rice-A-Roni portfolio.

“We wanted to put the brand front-and-center this fall by tapping into football season and teaming up with a natural, memorable partner – Jerry Rice,” Scupham said. “We’re thrilled with the result – we love our San Francisco treats – and hope people have as much fun with it as we are.”

Rice said his post-career life has opened up his personality, so much former teammates don’t recognize it. The multiple activations of Rice with Rice-A-Roni has somewhat reenergized the 56-year-old, who said he’s open to doing more as he enters another stage of his life.

“I’m totally committed to this 100%,” Rice said. “I wanted to be the best I possibly could be and now with Rice-A-Roni, it opens new doors for me and I can feel my personality come out and enjoy myself.

“If I represent a company, I’m going to do it the right way.”

His all-in collaboration is likely key for a brand, said Vassilis Dalakas, professor of marketing at California State University-San Marcos. While Rice holds numerous NFL receiving records – including all-time receptions, receiving yards and touchdowns – he’s more than 15 years removed from the field. 

For that reason, this smaller brand with natural name and location tie-in makes sense, Dalakas said. 

“Marketability-wise he does not have the appeal for a big brand that a current star like [Kansas City Chiefs quarterback Pat] Mahomes does,” he said. “The partnership comes across as authentic because of [the name tie]. Reinforcing that in a whimsical way only adds to the authenticity. On top of it, there’s the added bonus that they both have the San Francisco connection, which, very wisely, is highlighted in the promotions.”

Dalakas said Rice’s name still has more than enough name recognition, and fans even outside the Bay Area will get the name and location connection and immediately understand the partnership.

While he’s finally in a partnership that would have made sense years ago as a Super Bowl Champion with the 49ers, Rice is just excited to help upgrade tailgates across the country. He joked about how hard tailgating can be and how he’s more comfortable running routes, before saying his favorite Rice-A-Roni flavor is the jalapeño cheddar. 

READ MORE: Going From Picks To Kicks, Kam Chancellor Now Focusing On Fashion

“I always held myself as being a little spicy,” he said. “Just like when I caught the ball, I wanted to do a little something with it.”

He’s still in San Francisco, despite debating a post-football move to San Diego. So much of what made him stay put was the connection between the city and the 49ers fans. 

“I couldn’t leave, my history is here,” he said. “When I was first drafted here, I was terrified to death of coming to this big city, but then I thought about meeting Joe Montana and have the opportunity to play for the best franchise, the greatest coach and the greatest players. It’s something I’ll never forget.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Feb 7, 2024; Las Vegas, NV, USA; Calais Campbell (middle) receives the NFLPA Alan Page Community Award from executive director Lloyd Howell (left) and president) JC Tretter (right) at the NFLPA Press Conference at the Mandalay Bay Convention Center prior to Super Bowl LVIII.

What Comes Next After NFLPA Chief’s Sudden Resignation?

Howell quit on his own accord; he was not forced out.

New NFLPA Head Will Face Multibillion-Dollar Decisions

The next NFLPA leader will wrestle with a series of pressing issues.
exclusive

Bill Belichick UNC Series Heading to Hulu After ‘Hard Knocks’ Breakdown

The series lands at Hulu after a deal with HBO fell through.
Lloyd Howell

Scandal-Ridden NFLPA Chief Lloyd Howell Quits

The union executive director stepped down late Thursday night.

Featured Today

Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.
July 17, 2025

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bradley Beal
exclusive
July 17, 2025

‘Brad Doesn’t Like Change’: Beal Agent Says He Wants Long-Term Clippers Deal

Beal agreed to a contract buyout with the Suns on Wednesday.
July 17, 2025

T.J. Watt Becomes NFL’s Highest-Paid Non-QB

Watt’s new Steelers contract comes with $108 million fully guaranteed.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Oct 13, 2024; Chicago, IL, USA; Ruth Chepngetich of Kenya poses for a photo with the time clock after finishing first in the women’s race, setting a new world record at 2:09:56 during the Chicago Marathon at Grant Park.
July 17, 2025

Kenyan Whose Record Shocked Running World Suspended for Drugs

Her drug test showed levels 190 times above the allowed amount.
Collins
July 17, 2025

NFL Second-Round Impasse May End As Niners Give Pick $9M Guaranteed

The contract isn’t fully guaranteed like the earlier second-rounder deals.
Caitlin Clark
July 17, 2025

Caitlin Clark Out for WNBA All-Star Game, 3-Point Contest With Injury

Clark and Satou Sabally will miss the game with injuries.
Apr 8, 2025; Phoenix, Arizona, USA; Phoenix Suns guard Bradley Beal (3) reacts during the first half against the Golden State Warriors at Footprint Center.
July 16, 2025

Bradley Beal Agrees to Suns Buyout, Will Join Clippers

Beal is the latest star player to leave Phoenix behind Kevin Durant.