 In March 2006, Rice was invited as the guest of honour to watch Accrington Stanley's match against Stevenage Borough, and was later invited to Accrington Stanley's last game of the season against Scarborough, as they were promoted to Football League Two.In September 2009, Sky Sports programme "Soccer AM" promoted Accrington Stanley's "Save Our Stanley" campaign because of the phrase, as they wanted to continue to use it to refer to the club when reading fixture lists.A shot-for-shot remake advertising Black Cow Vodka, which is made from milk, began airing in September 2016, with a much older Rice reprising his role.