A British bookie operation is taking a gamble on two female beach volleyball champions — specifically their butts.

Instead of the usual sportswear logo, Zara Dampney, 24 and Shauna Mullin, 26, will become the first athletes to display a quick response code on the bottoms of their volleyball bikini bottoms for Betfair, the Daily Mail reported.

The gambling company called it a win-win for the up-and-coming athletes.

“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,” the bookmakers' spokesman said in a statement.

Unlike other more stagnant advertising, with barcodes, when a user takes a smartphone picture of the high-tech barcode (like while photographing a great serve), they are taken to a specific website.

In the volleyball players' case it will go to a website sponsored by Betfair.

They volleyballers will be showing off the new look at this week's beach volleyball tournament at Horse Guards Parade in London, the Mail said.

With the new campaign receiving worldwide attention, Mullin tweeted she was confused about the buzz over her booty.

“Think it's quite funny the to-do that is being made of having sponsors on our bikini bottoms!!” she wrote.

That tweet came only days after she begged for sponsors for the tournament on her Twitter.

“Anyone looking to sponsor top british beach volleyball pairing at the tier 1 test event in Horse Guards Parade 09-14 AUG get in touch!!” she pleaded July 28.

Dampney and Mullin are ranked 32d in the world and are expected to compete in the 2012 Summer Olympics in London.

Quick response codes are used in other areas of marketing. In New York, broker companies post them on apartment buildings, making it easy for passers-by to scan and see what listings are available.

Original Article by: Nina Mandell

Posted by: Shane Barker