Ligue 1 have announced a brand new title sponsor for the coming two seasons – with Uber Eats signing a £13million-a-year deal.
According to French newspaper L’Equipe, the delivery company are providing more than double what previous sponsors Conforama did – and there will be a bizarre quirk to the matchday experience.
At the start of each game, rather than the referee or a mascot bringing the ball onto the pitch, a delivery man will – well, deliver – the ball to the centre-circle.
It has also been reported that the deal is the highest of all of Europe’s top flight divisions. Santander sponsor La Liga and Team are the Serie A equivalent, while the Premier League recently opted to go it alone without Barclays or similar.
Speaking this week, the executive director of the LFP said: ‘We are very happy with this partnership.
‘Uber Eats meets all the criteria we have set: it is a global brand, dynamic, modern and perfectly in line with the L1. We wanted to mark a break with this partnership that will help the L1 to develop internationally.’
Uber Eats currently operates in 110 cities around the world, with nearly 15,000 affiliated restaurants in France alone.