Some conspiracies by no means die, and Uber Eats desires to maintain its personal alive for no less than one other NFL season.
There’s only one downside: actor and diehard soccer fan Bradley Cooper is set to debunk the model’s wild principle that the game was invented to promote meals. Cooper is on a mission to set the file straight, as a result of he thinks the conspiracy overshadowed his beloved Philadelphia Eagles’ victory at Tremendous Bowl 59.
The actor’s beef with Uber Eats, the official supply associate of the NFL, involves life in a brand new marketing campaign for the beginning of soccer season. Created by Particular US, the advert will debut on Sept. 14 through the NFL’s Sunday Evening Soccer.
The saga started in 2024, when Uber Eats and actor Matthew McConaughey first planted the speculation that your entire sport of soccer and the NFL had been an elaborate scheme to promote extra meals to hungry followers.
The outlandish thought captured folks’s consideration—a lot so, that Uber Eats introduced it to an even bigger stage at this 12 months’s Tremendous Bowl. In its fifth consecutive Massive Sport advert, the model and McConaughey delved into soccer’s historical past, uncovering the covert hyperlink between the sport and the culinary world. Celebrities together with Kevin Bacon, Martha Stewart, and Charli XCX made cameos.
ADWEEK named it one in every of 2025’s Finest Tremendous Bowl Advertisements.
However the case isn’t closed, and Uber Eats enlisted Cooper, a passionate Eagles fan, to defend soccer’s legacy.
“Final season was all about seeding the conspiracy. This 12 months we wished to permit soccer the chance to defend itself,” Georgie Jeffreys, Uber Eats’ head of promoting for North America, advised ADWEEK. “Bradley Cooper is the right man to defend the game’s honor and problem the speculation, all whereas bringing the identical humor and vitality that followers love.”
Within the advert, Cooper goes on a rant debunking Uber’s conspiracy principle, earlier than urging league officers to publicly deny it. The A-list lineup consists of NFL stars Baker Mayfield, Troy Aikman, and Jerry Rice.
Together with the advert, Uber Eats will supply sport day offers that can dwell on a devoted hub in its app.
Successful over followers
To evolve the thought, Uber Eats and Particular US determined to indicate followers “each side of this ridiculous conspiracy,” stated David Horton, the company’s associate and chief inventive officer.
“After the Eagles gained the Tremendous Bowl (and allegedly bought essentially the most wings in NFL historical past), we cherished giving Bradley Cooper the duty of defending his birds and soccer at massive,” Horton stated.
To this point, the conspiracy marketing campaign has been a “large win” for Uber Eats, as a result of it “bolstered our place as a go-to for meals supply with loyal and new audiences and gave us the inventive runway to lean even additional into tongue-in-cheek storytelling,” Jeffreys stated.
It’s additionally helped hyperlink Uber Eats extra intently to tradition, she added.
“Our purpose is to attach with customers in a method that feels entertaining, related, and unmistakably Uber Eats,” Jeffreys stated. “This ties on to our technique of participating customers within the moments that matter, utilizing distinctive creativity and humor to make an influence, whereas reinforcing Uber Eats’ relevance in each particular events and on a regular basis meals moments.”
