Women‘s beach volleyball has a dedicated fanbase. As a result, businesses want to advertise on players’ uniforms. If you’ve ever watched a women’s beach volleyball game, however, you know there’s not a whole lot of space there to advertise on. So advertisers have to get creative.
This week, British beach v-ballers Shauna Mullin and Zara Damphney (pictured) will debut a new form of advertising on their uniforms, consisting of a single barcode printed on their bikini bottoms. As part of a sponsorship deal with online gambling outlet Betfair, the barcode, when scanned with a smartphone, will direct users to a Betfair website. Hard to say how effective the campaign will be—and it’s sparked plenty of debate about whether the bar codes objectify women anymore than the bikini bottoms already do—but you’ve got to hand it to them for creativity.