Sir Richard Branson has saved the world-famous Birdman of Bognor rally - and may have a go himself.

The chairman of Virgin Atlantic stepped in with sponsorship to ensure this year's event goes ahead.

There were serious doubts about the future of the August rally, where people dress up in crazy costumes and fling themselves into the sea from Bognor Pier, after organisers said they could not cope without help.

To mark the 100th anniversary of the Wright brothers' flight, Sir Richard has stumped up a £25,000 prize for a 100 metre human-powered flight.

He said: "The Bognor Birdman is an internationally-recognised event which celebrates our desire to fly as well as our limited ability to do so without power. It also showcases some of the most unusual ways to take flight.

"The centenary of the first powered flight would be an ideal time to break Bognor's own target of 100 metres of human powered flight. Who knows, I might even have a go myself!"

John Stride, chairman of the International Bognor Birdman Steering Group, said: "We are looking forward to seeing if the Virgin Atlantic International Bognor Birdman 2003 will produce a contender that achieves a 100-metre human powered flight to take home the £25,000 prize and two free Upper Class return tickets with Virgin Atlantic."

Arun District Council said it was "delighted" by Virgin's involvement. Services director Colin Rogers, said: "It shows that the spirit of human endeavour lives on in the Bognor Birdman competition."

Its future had been in the balance after an embryo company which took over the event said it could not take on all responsibility and urged the district council to help.