There’s nothing like a new goal to get AirAsia’s boss Datuk Seri Tony Fernandes all fired up. His latest project – to do for Malaysian sports what he’s done for the region’s low cost airline business. Yes, you can call it Fernandes’ second revolution. But this one could prove to be a lot tougher. You think? He talks at length about his new and old passion in a lengthy interview with the StarBizWeek’s ANITA GABRIEL, CECILIA KOK and LEONG HUNG YEE.
STARBIZWEEK: In the past, you built the AirAsia brand through direct marketing but in recent years, you’ve upped the ante of raising your brand value through sports. Why sports?