cpmurphwinchester_royal It's not necessarily about attracting lifelong supporters, just about growing the brand so that 'Reading FC' as both an employer and as a commercial entity is instantly more recognisable across the globe. That's why sponsors pay so much money to have 'tiny' logos tattooed across F1 cars...
It seems to me that this a completely no-lose marketing opportunity, as well as a mechanism for sharing sports science information, which will have a number of benefits to the club. Especially given the popularity of F1 in growing economies such as India and the middle East (markets in which the club is trying to get a foothold in).
It's really all about trying to dispel the 'little old Reading' image of the club...I think it's a good idea
It's not just about trying to dispel the image, but also to dispel the actual fact.