Betfair's new marketing campaign is pants: Boxer sports betting site's QR code on his crotch
Here's an unlikely sponsorship deal. Irish boxer Eamonn O'Kane has managed to sell advertising space - on his crotch.
Ahead of Saturday's Betfair Prizefighter Middleweights show in Belfast, O'Kane will step on to the scales wearing a pair of specially-designed Betfair boxer shorts.
Fight fans who scan the QR code on O'Kane's crotch will be taken direct to the boxing betting markets on Betfair Mobile.
Betfair’s Alex Bake said: “The weigh-in is an important part of any fight and, from a betting perspective, will have an impact on our exchange prices.
“As the early favourite for the Middleweights crown all eyes will be on Eamonn, so any punter wanting to place a bet need just scan his pants.”
O’Kane added: “I’ve never thought of myself as an underwear model, but maybe I could have a second career when I retire from boxing.”
It is not the first such stunt Betfair has attempted. It previously slapped QR codes on the bikini bottoms of Britain's beach volleyball champions Zara Dampney and Shauna Mullin.