Bum deal for beach volleyball stars
Published 08/08/2011 | 12:15
Britain's female beach volleyball champions are renting out their rears in an advertising deal that encourages spectators to photograph their behinds.
Zara Dampney, 24, and Shauna Mullin, 26, have turned their bottoms into their bottom line by advertising a Quick Response (QR) code on their behinds.
This is a matrix barcode which when photographed on a smartphone takes the user to a specific website - which will be printed on the back of their bikini bottoms to ensure it catches the eye of spectators.
It is part of a sponsorship deal struck by Dampney and Mullin, ranked 26th in the world and aiming for London 2012, with the betting firm Betfair.
It is set to be trailed at the London 2012 beach volleyball tournament at Horse Guards Parade from August 9 to 14.
Betfair's Andy Lulham 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."
There will be a total of five courts - one centre court, two warm-up courts and two training courts - for the 24 teams to use during the test event. Three courts - one centre court and two warm-up courts - will be built to competition standard at the venue in Games-Time positions and will all have lighting for night matches.
During 2012 the historic venue will get a 15,000-capacity outdoor seating arena - similar in size to Wimbledon Centre Court.
Jeff Keas, principal of venue architects Populous, said its approach is that "everyone from the athletes to the spectators will have a spectacular experience".