Yesterday, I was watching a brief report on Steve Fossett's trip around the world. Before this I had only heard about this trip through Chicago media, who only identified Fossett.
However, when I looked up I saw that this trip had a corporate backer, and realized that this trip is a case of one billionaire adventurer backing the adventure of another billionaire adventurer. The main corporate sponsor of Fossett's trip is Virgin Atlantic, owned (or largely owned) by Richard Branson.
In fact, I think that Fossett and Branson were competitors a few years ago to see who could fly around the world in a balloon first.