When it comes to sponsorship opportunities in pro sports, putting ads right on the athletes means more eyes on your brand. With NASCAR, sponsors can cover a whole jumpsuit with logos and slogans. But with a sport like beach volleyball, skimpy uniforms mean sponsors need to work extra hard to make an impact. Gambling company Betfair is getting more bang for their buck by putting scannable QR codes on the rear of players' bikini bottoms.

The codes, when scanned with a smartphone, will take fans to Betfair's site.

Britain's top beach volleyball duo Zara Dampney and Shauna Mullin recently struck a five figure deal with the company to give exclusive barcoding rights to their butts. As Betfair rep Andy Lulham explained:

"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."

A bum deal? Hardly.

Betfair

[via Adweek]