Jerry Rice is helping kick off more than the NFL Pro Bowl in Hawaii this week.

The former San Francisco 49ers star receiver is scheduled to help bless land in East Kapolei slated to become a regional shopping center.

Rice is scheduled to participate in the blessing for the Ka Makana Alii mall at the project site on Thursday from 1-3 p.m., joining Gov. Neil Abercrombie and others affiliated with the project.

Ka Makana is a $500 million project by Florida-based DeBartolo Development LLC, a company founded by former 49ers owner Edward J. DeBartolo Jr.

DeBartolo owned the 49ers from 1977 to 2000, during which time his franchise won five Super Bowls, including three with Rice.

Rice, who was inducted into the Pro Football Hall of Fame in 2010, is serving as alumni captain for one team in Sunday’s Pro Bowl. DeBartolo is a finalist being considered for the Hall of Fame this year.