First AirAsia teamed up with Manchester United football club, painting one of its new Airbus A320's in Man U's signature red. Here at Airline Business, we scratched our heads at that, but then we figured group chief executive officer Tony Fernandes (pictured left) is not one for following the flock.
Now AirAsia is trumping itself as it partners with Formula 1 team AT&T Williams. Why? Well, apparently this is part of AirAsia's "long-term branding strategy to build a global brand".
Fernandes said: "This is a very exciting development for AirAsia in terms of strengthening our presence across a different market segment.
"Our rationale to sponsor Williams is to associate our AirAsia brand with Formula 1 as it is the epitome of technology. One of our brand strategies is to promote our brand overseas and to reach people via sports marketing and Formula 1 provides an ideal platform for this."
AT&T Williams team principal Sir Frank Williams said: "We look forward to assisting this ongoing international growth."
Sponsorship will see the AirAsia brand displayed on the drivers' helmets, and on the nose of the car.
The picture shows Fernandes (left) and Dato' Kamarudin Meranun, AirAsia's deputy group chief executive, with the Williams car.