Toni Breidinger, a rising NASCAR Craftsman Truck Series driver, has formed a new partnership with Uber to support their Women Preferences initiative, a feature created to offer women the ability to request female drivers across selected U.S. cities. This Toni Breidinger Uber partnership comes as Breidinger wraps up her first full season in the Truck Series, aiming to boost safety and comfort for women riders through enhanced options in the rideshare app.
Uber Expands Women Preferences Feature with Breidinger’s Support
Uber’s Women Preferences feature was initially piloted in Los Angeles, San Francisco, and Detroit. Due to significant demand from women riders, the option has now spread to 26 additional cities, marking an important shift in Uber’s approach to rider safety. Toni Breidinger, known for her crossover appeal between motorsports and major lifestyle brands, now acts as the public face for this initiative, bringing attention from NASCAR circles to the ridesharing world.
The feature aims to empower women by enabling them to request rides specifically from female drivers. Uber’s move answers widespread feedback from passengers seeking greater personal comfort and control during their journeys.
Reflecting on the nationwide launch, Breidinger expressed her enthusiasm and sense of fulfillment at seeing the change implemented:
“I am so excited about the new feature, I’ve been waiting for it forever,” she said. “I still Uber all the time, but when I was younger, especially in high school, I would get nervous sometimes and I feel like this is such an empowering feature… (this initiave) means the world to me.” — Toni Breidinger, Driver
Through this initiative and high-profile spokespeople like Breidinger, Uber seeks to reach new audiences, including women riders who may feel hesitant about ridesharing and NASCAR fans who may not typically engage with these services.
Breidinger’s Platform: Blending Racing and Major Brands
Toni Breidinger’s career uniquely combines competitive racing with off-track achievements in the commercial world. In addition to her role with Uber, this year has seen her star in campaigns such as Coach’s $145 Soho Sneaker project, while representing brands like Celsius, Sunoco, Victoria’s Secret, and Raising Cane’s. Her ability to bridge lifestyle branding and NASCAR puts her in a rare position to attract high-profile partners seeking fresh audiences and representation.
On her expanding influence and her partnership with Uber, Breidinger commented on the personal meaning of these endorsements:
“I’ve been on this journey a long time, and to gain the support of Uber and so many amazing companies that I’ve worked with over the past few years is, yeah, just very validating… and also very empowering that they believe in me and want to help me pursue my dreams.” — Toni Breidinger, Driver
This crossover appeal has also landed her a feature in the 2025 Sports Illustrated Swimsuit issue, reinforcing her visibility as a young, influential driver in a sport where such commercial prominence is uncommon.
Reflecting on a Challenging NASCAR Truck Season
Breidinger’s first full season in the NASCAR Craftsman Truck Series saw her drive the No. 5 Toyota for TRICON Garage. While her team secured the championship with Corey Heim and the No. 11 team, Breidinger concluded the year last among full-time drivers, with her top finishes being 18th place at Rockingham and 20th at Kansas. Despite the tough standings, she gained significant learning and experience from the rigorous competition.
Describing the demanding nature of the season, Breidinger reflected on her rapid development as a driver:
“I honestly learned so much, and so much more than I would have ever expected to learn,” she said in the SI interview. “Looking back, there’s so much that I wish I could tell myself, starting the season.” — Toni Breidinger, Driver
Transitioning from ARCA to the Truck Series presented unanticipated challenges. Breidinger faced races that were longer, competitors who were more experienced, and less room for error. She noted that the intensity inside the truck and the pace of decision-making were significant changes from her previous experience. With the start of the 2026 season approaching in less than two months, she is preparing to return equipped with the lessons gained from her rookie year.
The Impact of Breidinger’s Collaboration with Uber
The Toni Breidinger Uber partnership represents a milestone both for the driver and rideshare company, combining a push for women’s safety with the unique star power that Breidinger brings to NASCAR. The expansion of Uber’s Women Preferences feature offers new options to women riders in over two dozen cities, aiming to empower passengers with more choice and peace of mind during their trips. Breidinger’s involvement lends the initiative visibility among racing fans and the wider public, reflecting the growing influence of sports figures in the tech and lifestyle world.
As Breidinger continues her journey both on and off the track, her endorsements and advocacy efforts stand to make a lasting impact, setting a precedent for future collaborations between athletes and corporations focused on social causes. This partnership may encourage other organizations to consider how celebrities and public figures can support innovation and promote safety for all riders.
