Cheeky: Beach volleyball players rent out bums for ad space

Two of 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 9-14.

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.”