Be in no doubt that Aer Lingus is now in full pre-flotation mode. The news yesterday that the company is spending £1 million over two years in a major sponsorship of London Irish rugby team brings benefits in terms of branding in the British market. But it is also designed to increase its recognition in the minds of major British investment houses - while also having a spin-off in France where London Irish will play from time to time in European games.

London Irish, now merged with Richmond and London Scottish, has embarked on a major marketing campaign under chairman Geoff Read, formerly of Ballygowan. The marketing of its home ground - " The Stoop" - as "The Craic at the Stoop" may lead to cringes on this side of the Irish Sea, but London Irish hope that it will attract a whole range of exiles from all countries to its home matches.

Aer Lingus already has a significant sponsorship in the US, where it supports the Wall Street 50 - a ranking of the most influential Irish-Americans in business by Irish American magazine. Now the word is that, while it has a number of smaller sponsorships in Ireland, it is now looking for one substantial one in the months ahead. And not necessarily in the sporting arena.