Zara Dampney, 24, and Shauna Mullin, 26, are the first sports stars to rent their rears to an advertiser.
Using a Quick Response (QR) code printed on the back of their bikini bottoms, the two beach volleyball stars are offering spectators a chance to take a photo of their bums using a smartphone. When a photo is taken using a smartphone, the spectator will be taken to their sponsor's website where they're offered a deal.
The QR codes appear on the backsides of the beautiful pair's bikini bottoms to ensure fans get a prized photo.
The sponsor is Betfair, an online sports betting provider. The company is trying out the marketing technique this week during London 2012 beach volleyball tournament at Horse Guards Parade in London. The event takes place between August 9-14 and the sponsorship places the ads on Dampney and Mullin who are ranked 26th in the world.
"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," said Betfair's Andy Lulham in a press release. "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.”
The Daily Mail
reported that the sports stars complained just last week that fans in the UK see female beach volleyball players as sex kittens instead of athletes.
The sport requires female athletes to wear revealing clothing so QR codes only have a tiny bit of material to use. According to The Sun
, rules say bras need to be "closely fitted to the body" and briefs with "a side width no greater than 7cm."
"We go to countries such as Brazil, Germany and the USA where beach volleyball is a recognized sport like football or rugby is in England," Mullin told The Sun
. "But here in England we are still stuck at the stage where people think beach volleyball is about sex, not a sport."
But sponsorship deals can also be lucrative, especially when it comes to renting out one's tush. The two women are reportedly getting a five-figure payday for QR codes on their behinds.