PAUL J. RICHARDS / AFP / Getty Images

Car service and taxi app Uber has inked a deal with the NFL Players' Association to provide players with a safe ride and prevent drunk driving. Players will be issued $200 in ride credits on a keychain card, and will also get promo cards for friends and family.

Uber is in 17 of the NFL's 31 cities, which includes annual Pro Bowl host, Honolulu, and according to CEO Travis Kalanick, counts NFL players as some of its customers. The move, according to CNET, follows a drunk driving accident that killed the Dallas Cowboys' Jerry Brown and put his teammate, Josh Brent, behind bars for intoxication manslaughter.

We're all for limiting the number of drunks on the roads. And while the financial relevance of gift cards for multi-millionaire athletes has us scratching our heads a bit, at least it seems as though the NFL's heart is in the right place. Of course, it's also a pretty great bit of low-cost marketing by Uber around the start of a new football season.