A move by Uber Eats into the French league as an official sponsor has sparked a wave of derision from fans following a rebranding of the country’s top flight division to 'Uber Eats Ligue 1',
The appetising name change will be introduced ahead of the 2020/21 season putting the league on a similar footing to its counterparts down at Ligue 2, where Domino’s Pizza is lead sponsor.
Confirming the two-year agreement Didier Quillot, executive director of the Ligue de Football Professionnel, said: "We are very proud to be able to count on Uber Eats support, a major global brand, to support the development of the French championship.
"From next season, Uber Eats will be present on visibility devices and will reserve some surprises in terms of activations.”
The tasty tie-up has set more than stomachs rumbling however with many social media users expressing surprise at the fast-food gold rush.
Ligue 1 have confirmed that home delivery platform, Uber Eats, becomes their new naming sponsor from the 2020-2021 season
The French Ligue 2 is sponsored by Domino's pizza
Before you know it, the third tier will be sponsored by KFC pic.twitter.com/yMDWP9kIGI
— ODDSbible (@ODDSbible) June 12, 2019
When you hear Ligue 1 will be called 'Ligue 1 Uber Eats' starting in 2020/21...
— 888sport (@888sport) June 12, 2019
Uber Eats has already raised hackles among creatives with its decision to showcase the brand using a bland paper bag and vacant male model.