T

he arrival of the Xcellence on Sept. 14 at the Oakland International Airport marked the maiden touchdown by the Asia-based budget carrier AirAsia in the US as part of its sponsorship of the Oakland Raiders.

Could this milestone be converted into realistic expectations that the American football team would be likely to score a touchdown in Asia in the future - at least in Malaysia as the corporate partner's headquarters?

When AirAsia partnered with Manchester United, such a question did not need to be raised, with the English Premier League champions already a global household name and making regular tours of Asia for their preseason matches.

American football is the number one sport in the United States, and its history can be traced back to as early as the 19th century.

But for the sports fans outside the continent, the sport still seems to offer little in the way of attraction.

Although the business motivation that the Raiders partnership will pave the way for the possible tapping of London-Oakland flights, and ought to have played a large part in the decision, AirAsia Group CEO Tony Fernandes showed no reservations to a question about the possibility of the Raiders playing in Malaysia and elsewhere in Asia.

"Why not? We have the carrier that can bring all the team members to Malaysia and play an exhibition game with another football team," Fernandes said during the landing ceremony of the maiden flight.

Fernandes was leading the entourage on an Airbus A350, named Xcellence, which touched down at the Oakland airport after an 11-hour flight from London.

The name Xcellence was chosen to match the Oakland Raiders' motto, "Commitment to Excellence".

City officials, led by Mayor Ron Dellums, Raiders' legends and Hall of Famers, owner Mark Davis and Malaysian Ambassador to the US Jamaludin Jarjis, also attended the ceremony held at the airport's maintenance center.

The Raiderettes, the team's cheerleaders, were also brought over to the tarmac to strut their stuff. Past Raiders greats among the guests included Morris Bradshaw, Cliff Branch, Tom Flores, Phil Villapiano, Jim Otto, Fred Biletnikoff and Ted Hendricks.

The last three were inducted into the Pro Football Hall of Fame in 1980, 1988 and 1990 respectively.

The guests were ushered into the plane, whose traditional red was replaced with silver and black, the color of the Raiders. The word RAIDERS was painted on the body with an image of three footballers adorning the vertical stabilizer.

"We're honored to have the mayor of Oakland, three-time Superbowl winners and Hall of Famers on site to welcome Xcellence into the US," Fernandes said.

The ceremony, hosted by sportscaster Greg Papa, coincided with the Raiders' game later in the evening against the San Diego Chargers at the Alameda County Coliseum in the season opener of the American football championship.

Given Fernandes' business expertise in how he developed AirAsia from a company with huge debt when he first took over, into a profitable international budget carrier, a Raiders touchdown in Asia should be feasible if that would boost his business.

Four years into sponsoring Manchester United, AirAsia, through its long-haul affiliate AirAsia X, opened a European route with the low-cost Stansted Airport in London as its port of call.

Fernandes is now looking to the United States for an expansion.

"This is a very proud moment for us. We are excited to associate ourselves with an iconic team like the Oakland Raiders as they reflect our own endeavor for excellence. This partnership with the Raiders allows us to establish our brand in the United States," he said.

AirAsia X CEO Azran Osman-Rani said the company had ordered for 10 Airbus A350 aircraft.

"These planes will be delivered beginning 2016. However, we are exploring ways of commencing flights to the US much earlier than 2016," he said.

The Raiders, who began playing in the American Football League in 1960, have won an AFL Championship, four American Football Conference Championships, three World Championships of Professional Football, and played in five Super Bowls.

The American Football Conference Western Division team lists 52 players coached by Tom Cable.

"The Raiders organization is truly excited about this relationship with AirAsia," said team owner Davis.

"Not only is Xcellence the name of the plane, but it is the driving force behind both of our organizations."

Davis added he was excited about the idea of an Asian tour.

"The opportunity is worth exploring. It would be unique experience to tour Asia," he said.

"This relationship is another example of the Raiders' commitment to building a global presence. Together we will be a winning team for years to come."