Ryanair has once again leaned into controversy as part of its marketing playbook, launching a flash fare promotion tied directly to a public feud between its chief executive and tech billionaire Elon Musk. The airline announced a limited-time sale of 100,000 seats priced at €16.99 one-way, framing the promotion as a tongue-in-cheek celebration of what it described as the “idiots of X.”
Don’t thank us, thank that big “IDIOT” @elonmusk 👀
Sale now on👇https://t.co/0c6IvsKyyB pic.twitter.com/JAxRNzaYTa
— Ryanair (@Ryanair) January 20, 2026
The sale follows a heated exchange on social media between Musk and Ryanair CEO Michael O’Leary, which began after O’Leary dismissed the idea of installing Musk’s satellite internet service, Starlink, on Ryanair aircraft. O’Leary publicly argued that the cost of rolling out the technology across the airline’s fleet would outweigh any benefit, claiming passengers would not be willing to pay even a small fee for onboard connectivity.
Musk responded in kind, and the back-and-forth quickly escalated into personal insults exchanged in front of millions of online followers. Rather than stepping back, Ryanair leaned into the moment, announcing the sale with deliberately provocative language and promotional graphics that caricatured both men. The airline also teased a press conference in Dublin, promising further commentary on what it described as Musk’s latest online outburst.
The episode highlights Ryanair’s long-standing approach to brand visibility. Under O’Leary’s leadership, the airline has repeatedly used blunt language, public feuds, and humor that borders on offensive to dominate headlines. While the tone often draws criticism, it also keeps the airline firmly in the public conversation, particularly among price-sensitive travelers who associate Ryanair with low fares above all else.
From a business perspective, the timing of the sale is notable. Ryanair has reported strong financial performance over the past year, benefiting from high demand for short-haul European travel as many travelers opt for closer-to-home holidays. The airline’s ability to pair ultra-low fares with viral attention helps reinforce its image as both disruptive and unapologetically different from more conservative carriers.
Musk’s side of the exchange included joking suggestions about buying Ryanair or installing new leadership, but there has been no indication that the airline is for sale or that discussions are taking place. For Ryanair, the comments appear to have served their purpose regardless, generating widespread coverage far beyond traditional aviation media.
The incident underscores how modern airline marketing increasingly blurs the line between promotion and spectacle. In an industry defined by tight margins and fierce competition, Ryanair continues to show that attention itself can be a valuable currency, especially when it can be converted into sold-out seats.
