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Betfair in bikini bottom deal

10/8/2011
Betfair have agreed an innovative sponsorship deal with Britain’s women’s beach volleyball team.

The arrangement will see Shuana Mullin and Zara Dampney wear Betfair Quick Response (QR) codes on their bikini bottoms as part of a marketing trial being held during an Olympic beach volleyball test event. Smartphone users photographing the code will be automatically directed to the exchange giant’s website. It has been reported the world number 26 pairing are to be paid £10,000 for their participation in the trial.

Betfair head of UK sports & marketing PR Andy Lulham said of the deal: “It’s the first time QR codes have been used in in-play sports advertising. 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 test event is to run from 9 – 14 August at Horse Guards Parade in London.
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