Celebrated Formula One commentator visited New Zealand in 2002 to launch his biography "Unless I'm Very Much Mistaken". Sports Inc was approached by publisher Harper Collins to run a major luncheon event to celebrate Murray's first visit to New Zealand and the launch of his book.

Sports Inc secured sponsorship for the event from Pitstop (NZ) Ltd and TV ONE. Pitstop used the event as a corporate hospitality opportunity for key clients as well as running a nationwide promotional campaign giving visitors to their outlets the opportunity to win a chance to dine with Murray at the luncheon. TV ONE, broadcasters of the Formula One in New Zealand, assisted in the promotion of the event during the network's coverage of the USA and Japanese Grand Prixs, and also ran a viewer competition to win places at the luncheon.

The event was an outstanding success; the luncheon sold out with 700 people attending, Pitstop's sales increased 11% year on year during the month of the promotion, while Harper Collins pre-sold more copies of "Unless I'm Very Much Mistaken" than any other biography they had published thanks mainly to the integrated promotional campaigns run by Pitstop, TV ONE and other pre event publicity.

The success of the Murray Walker Luncheon was recognized as a finalist in the 2002 New Zealand Sports Sponsorship Awards.