Gonzalo Higuain has sealed a £75.3 million move to Juventus from Napoli. Incredible.
According to Sky Sports, who quote their colleagues at Sky Italy, the highly sought-after striker has agreed a five-year deal worth an eye-watering £6.3 million-per-season.
In doing so, he becomes the third most expensive player of all time, behind Cristiano Ronaldo and Gareth Bale.
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Higuain's big-money move to the Juventus Stadium is the latest reminder of just how much money European clubs now have at their disposal.
It's also the biggest hint yet that Paul Pogba will complete his well-publicised £100 million-plus return to Manchester United having departed Old Trafford for £700,000 just four years ago.
Football has officially gone mad.
Well, that's what Twitter users would have you believe anyway, with fans far and wide expressing their utter disbelief at how Higuain, 28, has commanded such a ludicrous transfer fee.
Here's a collection of the best reactions.
One Arsenal fan was particularly bemused by Higuain's big-money move.
To put his transfer into perspective, the Argentine cost just £5 million less than Ronaldo - a three-time Ballon d'Or winner - and £10 million more than Luis Suarez, who is arguably European football's finest striker.
The 28-year-old scored 36 goals in Serie A last season and undoubtedly falls into the 'world-class' category, but it's difficult to justify such a fee.
Nevertheless, all that's left is for an official announcement to be made by Juventus who, in turn, will all but confirm Pogba's move to United.
Some insist that Juve have the money to spend £75 million even without selling their prized asset, but considering they also forked out £25 million on Milarem Pjanic earlier this summer, it's hard to picture a scenario where Pogba stays.