Airline tycoon SIR Richard Branson is facing a humbling experience after losing a bet with a pal - he has to dress as a woman and serve plane passengers with champagne.
The Virgin Atlantic boss was adamant his Formula 1 motor racing team would finish above rivals Lotus in this year's (10) championship, but lost the bet.
And his forfeit is to play the role of a hostess on an AirAsia flight from London to Kuala Lumpur - serving passengers who have won the trip in a charity auction.
AirAsia boss Tony Fernandes, who worked for Branson in the 1980s, says, "Now it's time for Richard to start preparing himself for some hard work and the likely pain of a pair of high heels."