A QR code will be printed on the back of the sportswomen’s bikini bottoms that will direct users to a Betfair website when photographed on a smartphone.
Zara Dampney and Shauna Mullin are the first sportswomen to “rent their rears” and encourage spectators to photograph their bums.
Betfair is trialling the marketing technique in this week’s test London 2012 beach volleyball tournament at Horse Guards Parade in London as part of its sponsorship deal with the British champions.
It could feature in the London 2012 Olympic tournament.
Andy Lulham head of UK sports and marketing PR at Betfair says: “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.”