Chris Moss, then marketing director of Virgin Atlantic, wanted to put 'Fly Virgin Atlantic' across the front of the team strip of Crystal Palace football club, which the company sponsored. He was told that only the name of the company could appear on the shirts. So he registered a company called Fly Virgin Atlantic Ltd.
Source: Adam Morgan's (EatBigFish) article at http://www.marketingmagazine.co.uk/news/215180/
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