Ligue 1 has announced a naming rights deal with food delivery giants Uber Eats starting from the 2020/21 campaign and lasting for two seasons.
Uber Eats will become an official partner beginning next season before taking over the naming rights from household appliances retailer Conforma, with Ligue 2 already partnered with Domino's Pizza.
The deal is set to land the Ligue de Football Professionnel (LFP) a reported €32 million ($52 million AUD).
The move has already been mocked by social media users, however, according to L'Equipe, the move is set to get even more hilarious as an Uber Eats delivery driver will deliver the match ball to the referee before the start of every Ligue 1 game.
As part of the deal, from 2020, the Ligue 1 match ball will be brought onto the pitch by an Uber Eats delivery driver. (L'Éq)— Get French Football News (@GFFN) June 13, 2019
This pre-game ritual will certainly be a step up from a recent trend of delivering the ball to the referee, as was the case with a remote control car carrying the ball in the Nations League final.
Close-up of the remote-controlled car that delivered the ball for kick-off in the Nations League final pic.twitter.com/3mprgvhxBk— Ned Zelic (@NedZelic) June 11, 2019
LFP chief executive Didier Quillot said: "This major agreement reflects the new dimension taken by Ligue 1."
"We are very proud to be able to count on the support of Uber Eats, a major global brand, to support the development of the French championship.
"From 2020/2021 the title partnership agreement will seal a major alliance. After partnership agreements with major US sports franchises, we are very proud that Uber Eats has chosen Ligue 1 as the first European sport partnership with the aim of supporting its development.
"We are also particularly pleased to be able to associate Ligue 1 with a very strong brand among young consumers."
While the move already seems full of gimmicks it seems the partnership will offer even more to the fans and those in attendance.
Uber Eats' general manager for Western and Southern Europe, Stephane Ficaja said: Football is a sport that federates all generations and is a major focus of many French and Uber Eats application users."
"Through this partnership, we want to continue to be part of their daily lives by registering in the long term and by offering them new experiences."
The French league will be hoping the driver doesn't get lost on their way and have to phone for directions to the centre-circle.