Formula1 becomes “Battle of the Airlines”
December 15, 2009 by vmr
Filed under People & Events, Top Story
With Tuesday’s launch of Virgin Racing, team owner Sir Richard continued the friendly rivalry between himself and fellow new F1 team-owner Tony Fernandes. Both men also own airline companies, Virgin and AirAsia, respectively, and seem to be keen to beat each other in any venue.
What has become entertaining, however, are the barbs and quips traded between the two as both launch their teams and announce driver line-ups. Fernandes started by saying, “number one we have to be ahead of Branson, otherwise I will retire and kill myself,” as one of the goals for his LotusF1 team in 2010.
Branson responded Tuesday by suggesting that Fernandes not kill himself, but instead serve as a Virgin stewardess, should the Brackley-based team beat him. To be honest, there are far too many jokes to be made here. However, Branson has offered his own long-locked self as an AirAsia stewardess, should LotusF1 beat Virgin Racing. Branson, though, qualified his statement by adding that “I’ll have to check how fetching his stewardess outfits are but I’d be game to do it while totally confident of winning.” The visual of either of these two men in a stewardess outfit is enough to send Max Mosley running to the hills. The publicity for both, no matter who wins, is great if they go through with it.
Still, this funny little situation does make one wonder if F1 has become a battle of corporate giants, and not car manufacturer ones, either. As of now (though we wait with baited breath for the Renault press conference tomorrow), only Mercedes, Ferrari, and Renault remain as car manufacturers competing in F1, who field their own teams and use their own engines. Fernandes and Branson are not the only airline owners currently in F1, as Dr. Vijay Mallya, owner of Force India, also has the Kingfisher airline (a bit of information for those wondering what that sponsor is). If F1 has become the battle of the airlines, what’s next? Basketball players sponsoring motorcycle teams? F1 cars as movie billboards when studios begin sponsoring teams?
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I like how airlines are becoming the tobacco companies of the 2000s. I wonder, though, if their investment is justified, as those airlines are not truly global brands.
P.S. You forgot to mention that Etihad Airlines is a title sponsor for Scuderia Ferrari.
“Kingfisher” is also a pretty big brewery, from what I understand (USB Group). Thanks for the humor ie, Branson’s stewardess bet. Lightened up an otherwise grey day :D
@Jose – Airlines can be no comparision with Tobacco/Liquor sponsors. With Tobacco/Liquor the sponsorship was assured as these won’t go belly up like, banks and even Airlines. If you have seen pattern all the airlines that have been F1 projects are essentially single owner, small airlines riding new model of “Low fare” boom. Given that airline industry is not doing that great, we need to be wary of these backers.
Further if James Allen’s report is true Quote [Virgin has the naming rights to the team, so they will get the brand value and name recognition from the cars on the track, but they are not putting any money in. They are putting their brand in and the sponsors are partnering with them so they can access Virgin’s 100 million customers world wide and use the various Virgin channels to create brand awareness, or to make business to business sales.] Unquote
I like the idea of F1 cars as movie billboards. Then team(s) will turn up every race with fresh livery. Of course, F1 teams have worked in tandem with movie productions before, Red bull did Star wars didn’t and Mark Gene was lost some pretty stones in Monaco when he crashed Williams Car didn’t he? ( I think it was in association with Ocean’s series)
You’re absolutely right re: finances of airlines. My analogy was to point out the proliferation of advertising in F1 by the aviation industry.
I wonder how many tobacco brands/companies used F1 to advertise… Also, I find it interesting that alcohol hasn’t taken a more prominent role in F1 advertising.
Jose, you are right, I did forget Etihad. Thanks for reminding me.
Will, you are welcome for the humor…the entire situation made me giggle, so I figured it did someone else, too.
Williams4Ever, I had the thought that I might have been on to something after I posted the article. I stopped and went, wait, that might just be a good idea. Also, I’m not sure how many people got the basketball player reference, but Michael Jordan owns an AMA roadracing motorcycle team.
The real question is how good would Vijay look dressed as a Virgin stewardess?
:O
I think Branson might have just let the cat out of the bag of what goes behind the scenes in F1 and its “Elite club” remember the yachts, the parties and the underground “Theme” events. Maybe everyone is game of these things and hence the Reason for “Selective Entrance”.
Ever wondered why F1 fraternity acts so “Elitist” ;-)
“Sehr interesant” – Max
The state of airlines int he US, I can’t imagine any of them putting up cash for sponsorship.
They can push request for bailouts..
Looks like the public memory is getting really short (and thats what everyone including our Friends in F1 bank on). Does any remember, the outspoken Aussie called “Paul Stoddart”. He was darling of journos for his salvos against ‘Constructor Backed Big Teams’, Bernie and most importantantly Max. Well He was into Airline Business as well.
And Incidently he was the first one who was stressing importance of Cost Effectiveness in F1, Protecting Privateers who were being driven out of game by “Big Check Wielding Constructors”, but alas he had no audience then and now nobody remembers him…