Come next year, Formula One cars could discover a great way to fly. In celebration of its backing of the Singapore Grand Prix, national carrier Singapore Airlines could feature F1 cars on the livery of its jets.
As title sponsors to the tune of an estimated $10 million to $15 million per edition this year and next year, the ariline is keen to showcase its tie-up with one of the world's most dynamic and exciting sports.
Said Foo Chai Woo, SIA's divisional vice-president for sales and marketing: "This (sponsorship) ticks all the criteria for us. We were presented with this opportunity and after careful consideration, we felt that the time is right.
"It is also pleasing to note that we are proud and happy to play a role in the lead-up to Singapore's 50th birthday celebrations."
Although the alliance was only announced on April 15, the airline has not been in neutral gear while promoting its new partnership with the world's first night race.
In July, a four-day event was hosted at London's Canary Wharf where Marussia driver Max Chilton demonstrated his skills in an F1 simulator.
Merchandise such as teddy bears, commemorative gold coins and model planes were also rolled out. An Internet microsite is online, too.
All-in-one travel packages ranging from $2,199 to $21,399, comprising airfare, accommodation and admission to the Marina Bay Street Circuit, were sold, aimed squarely at F1 hotbeds Britain, Germany and Australia.
And SIA has also decked two of its Hop-on buses, that ferry passengers to various tourist attractions, with F1 livery.
This concept could be expanded to its jets next year.