Branson quick to assess FI's worth burning rubber.

Virgin tycoon Sir Richard Branson's infectiously boyish enthusiasm has paved the way for an even bigger investment than his current commitment to sensational Formula One new boys Brawn GP.

The tycoon's unbridled joy at Brawn GP's debut victory in Australia and then a second successive triumph in Malaysia has given him plenty to ponder on.

And the upshot, I can reveal, is a plan to hugely expand the deal brokered by his pal and fellow-billionaire Bernie Ecclestone, the F1 kingpin who joined Branson for the trip to the curtain-raiser Down Under.

I'm told that his initial backing deal is worth around only $250,000 (Dh918,200) a race - but such was his excitement and realisation that there is a massive amount of recognition for the Virgin brand in the pipeline that he is prepared to up the ante in a big way and, maybe, even take full title sponsorship of the team.

Right now, aside from pit lane presence, the hastily painted-on Virgin logo is Branson's sole identity with the team that grabbed a glorious double.

Originally, encouraged by Ecclestone, Branson had considered buying out the defunct Honda outfit - now re-branded Brawn GP - but backed off only three weeks ago for reasons best known to himself. His sudden about-face and cash hand-out to engineering genius Ross Brawn's team was the first surprise of a weekend of shocks, upsets and fairy-tale endings.

Ecclestone, as thrilled as anybody that Branson, a born showman and upfront personality, has moved into F1, told me: "Richard's presence alone is quite significant. He exudes dynamism and personality - just what we need in our sport. His deal with Brawn GP is brilliant and it will pay off well for both sides."

Branson's toothy grin was a permanent fixture during his Melbourne stopover and had widened to movie-star brightness at the second Brawn triumph.

"They have most certainly got me addicted, so it would be the perfect time to sit me down and have a word about my upping my interest," he said, adding, on a more thoughtful note: "Right now we are just sponsors - but, who knows, one day Virgin might own a team and name it after itself."

The more seriously committed entrepreneur in Branson is now convinced that rather than just throwing cash at the team he could reap global rewards highlighting his Virgin brand. "It is a case of watch-this-space," he said with a knowing wink.

Ted MacCauley is a motorsport expert based in England.

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