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Beach volleyball players use bikini bottoms as advertising opportunity

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By The Drum Team | Editorial

August 8, 2011 | 2 min read

Athletes using their sports clothing as a sponsorship opportunity is nothing new, but now Dampney and Mullin are trying something different: using their bikini bottoms to display QR codes.

Zara Dampney, 24, and Shauna Mullin, 26, who are ranked 26th in the world, have a sponsorship deal with betting firm Betfair, which will involve having the Quick Response (QR) code on their bikini bottoms.

When a photograph of the matrix barcode is taken on a smartphone, it will link the user through to the company’s website.

It is set to be trialled at the London 2012 beach volleyball tournament at Horse Guards Parade from August 9-14.

Andy Lulham, from Betfair, said: “There is huge interest in beach volleyball and we want to ensure that our advertising campaign is seen and remembered by as many sports fans as possible.

“As far as we're aware this is the first time QR codes have been used in in-play sports advertising and what better way to test its effectiveness than by putting them on one of the places that is likely to get photographed the most.”

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