All fired up

  • Business Premium
  • Saturday, 07 Nov 2009

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?

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