If you want further proof that Richard Branson is the king of ambush marketing, look no further than yesterday's Australian Formula One Grand Prix.
Just hours before practice for the race began on Friday, Branson announced that his Virgin Group (major shareholder in Australian airline Virgin Blue) would become the race sponsor of the Brawn GP, a team that was on the brink of collapse a few weeks ago after major sponsor Honda decided to pull out.
Branson's timing could not have been better.
Brawn's drivers Jensen Button and Rubens Barrichello finished first and second, putting the team on the back page of newspapers around the world. Naturally, Branson's minor role in the triumph was mentioned everywhere.
On top of that, Branson would have also managed to annoy long-time Australian grand prix sponsor Qantas.
According Britain's The Times newspaper, Branson is believed to have paid about $400,000 to get his name on the car for this weekend, a pittance considering it costs $20 million to $40 million to become the "title sponsor" of a Formula One team for an entire season.
It has been reported that Branson is now considering becoming Brawn's "title sponsor", although with his empire facing some challenges during the downturn, he may keep his association a bit more low key.
Still, there's little doubt Branson can fly home from Australia well pleased with a great weekend's work.