Former European champions Toulon ran in five tries at Stade Mayol to beat London Irish in the Challenge Cup.
In a Pool Two clash of two late red cards, France scrum-half Baptiste Serin crossed twice before the break.
Flanker Steve Mafi's first-half try helped Irish keep in touch at half-time, when they were only 15-10 down.
But Ramiro Moyano and Masivesi Dakuwaqa stretched the home lead before Irish winger Tom Fowlie's late consolation try, only for Moyano to score again.
Fowlie's 77th-minute try and Moyano's second in the dying seconds came after Theo Dachary's dismissal for the hosts, followed just two minutes later by the second sending-off when Irish's TJ Ioane saw red for a high tackle.
Experienced Irish stand-off Stephen Myler kicked both his conversion attempts and a first-half penalty for an eight-point individual haul, while Anthony Belleau kicked five goals - three conversions and two penalties - for Toulon.
But the visitors never quite recovered from conceding a second-minute try from Serin - and the French World Cup second-string number nine then got his second when Irish were down to 14 men for the first time following a yellow card for prop Pat Cilliers.
Toulon's third straight Pool Two win leaves the French side - European champions in 2013, 2014 and 2015 - in pole position to win the group.
Irish and Toulon meet again next Saturday in the return game at the Madejski Stadium (15:00 BST).
Toulon: Heem; Moyano, Heriteau, Belleau, Dakuwaqa; Carbonel, Serin; Fresia, Tolofua, Gigashvili, Rebbadj, Alainu'uese, Ollivon, Isa, Parisse.
Replacements: Soury, Devaux, Setiano, Ory, Dachary, Cordin, Cottin, Etzebeth.
Sent off: Dachary (68).
London Irish: Atkins; Fowlie, Campbell, Brophy-Clews, Hassell-Collins; Myler, Steele; Elrington, Matu'u, Cilliers, Maddison, Van der Merwe, Mafi, Cowan, Rogerson.
Replacements: McMillan, Dell, Chawatama, Nott, Donnell, Ioane, Meehan, Cokanasiga.
Sent off: Ioane (70).
Referee: Ben Whitehouse (WRU).
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