Chris Flanagan's sports blog: Richard Branson appeared to take a bafflingly large share of the glory, but yesterday Jenson Button became a genuine contender for the Formula 1 World Championship for the first time.

Lewis Hamilton rose from 18th to third but was still quickly shuffled to one side while Button, the forgotten man for the past two seasons, was restored as the country’s racing hero after winning the first race of the year in Melbourne.

For a sport built around great minds rather than brute strength, Brawn GP is neither the most appropriate name for a team nor befitting of the genius to have taken over the former Honda operation, Ross Brawn.

How Honda must now be regretting their decision to pull out of the sport in the winter, after years of toiling for little success or glamour.

Instead, that has gone to Branson, who only officially walked into Formula 1 on Saturday as Brawn’s new sponsor and was immediately left adorning our screens with that unnerving grin.

Never has a mere sponsor got quite so much air time and revelled in quite so much glory.

“What can I say other than I’m just a lucky *******,” joked Branson after qualifying (he chose one expletive, but I’m sure you’ve all got your own thoughts on the appropriate term).

The BBC could probably have done without such profanities going live to the nation on their debut show, but that was one of the few blips in their impressive return to the sport.

Many, myself included, had doubts about the ability of Jake Humphrey to anchor the corporation’s coverage but they proved wholly unfounded.

Martin Brundle, as always, was Martin Brundle and new commentator Jonathan Legard – formerly of Radio Five Live – was accomplished apart from opening qualifying with: ‘Are we about see a new order in Formula Lon, er, Formula 1?’

The surprise in which the success of the only rookie in the field, Sebastien Buemi, was treated was also as if a nine-year-old had stumbled into a car for the first time and guided it into seventh place.

It is a wonder kid tag that can no longer be placed on Hamilton, who came of age to become world champion last year but may now be about to discover that it really is little fun being Britain’s second quickest driver.

His fame is in danger of being eclipsed as quickly as Michael Phelps, that guy who was quite good at the Olympics before Usain Bolt showed up with his chicken nuggets.

For now, at least, it is Button’s moment. He has long appeared to have the talent to challenge at the front of the field and must prove that in the coming months.

Much may depend on the result of an appeal concerning Brawn’s controversial diffuser, which could yet see their Melbourne results wiped from the records or more likely lead to copycat redesigns among the rest of the field.

But initial signs indicate Brawn has given Button, possibly for the first time, a car that might just sustain a title charge.

On yesterday’s evidence, only Branson can even come close to overshadowing him.

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