As the NFL world descends upon the Bay Area for Super Bowl LX weekend, Hall of Fame wide receiver Jerry Rice remains as central to the football conversation as he was during his playing days. The 63-year-old legend, widely regarded as the “GOAT” (Greatest of All Time), is currently balancing his roles as a franchise advisor, entrepreneur, and cultural icon during the league’s biggest week of the year.
Super Bowl Weekend in San Francisco
Rice has been highly visible in San Francisco leading up to the championship game. In a unique partnership with former teammate Joe Montana, the legendary duo is offering Uber rides to fans throughout the weekend, providing a rare opportunity for locals and tourists to interact with the architects of the 49ers’ dynasty. Additionally, Rice has been vocal about the current state of the San Francisco 49ers, who have not won a Super Bowl since 1994. In recent interviews, Rice noted that the team needs to acquire a “true deep threat” this offseason to unlock the full potential of their offense and keep opposing defenses honest.
Business and Legacy: GOAT Fuel and Beyond
Off the field, Rice is focusing on his family-owned business, GOAT Fuel. Working alongside his daughter, Rice has positioned the energy drink brand as a reflection of his legendary work ethic. “Today I’ll do what others won’t so tomorrow I can accomplish what others can’t,” Rice stated regarding the legacy he hopes to leave behind. He is also scheduled to host a business-focused webinar on February 19, 2026, titled “Beyond the End Zone,” where he will discuss applying his championship mindset to the corporate world.
Mentoring the Next Generation
Despite being decades removed from his 1985 debut, Rice continues to influence active players. During the Pro Bowl Games earlier this week, Rice was seen offering advice to rising stars like Carolina Panthers receiver Tetairoa McMillan. Rice publicly praised McMillan’s potential, suggesting the young wideout will see a significant leap in performance as the professional game “slows down” for him in his second season. There is also growing speculation among fans and analysts that Rice’s recent comments about the 49ers’ needs could signal a push for the team to trade for a high-caliber veteran like Justin Jefferson.
The Statistical Standard
Rice’s career remains the gold standard for NFL longevity and production. Over 20 seasons with the 49ers, Oakland Raiders, and Seattle Seahawks, he established records that many experts believe will never be broken:
- Receptions: 1,549
- Receiving Yards: 22,895
- Total Touchdowns: 208
- 1,000-Yard Seasons: 14
While Rice recently mentioned he isn’t actively campaigning for a statue at Levi’s Stadium, he admitted he would “gladly welcome” the honor to stand alongside the existing monuments of Joe Montana and Dwight Clark. For now, his presence in the new AMC documentary series on the 49ers, which premiered this week, serves as a timely reminder of his unparalleled impact on the sport.