Sir Richard Branson must dress as an air hostess and serve customers champagne on a rival's airline - after losing a bet.
Branson, 60, bet his Virgin Racing F1 team would finish higher than Lotus Racing in the 2010 championships.
Both teams scored no points but Lotus had better finishes and now the businessman has to wear a dress and serve charity auction winners on Tony Fernandes's Air Asia flight from London to Kuala Lumpur.
Fernandes, 46, who worked for Branson's Virgin Atlantic in the late 1980s, said: "Now it's time for Richard to start preparing himself for some hard work and the likely pain of a pair of high heels."
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