Get your smartphones and QR code readers ready sports fans. Have we got a code you want to scan !

Zara Dampney and Shauna Mullin have signed a sponsorship deal with the betting firm Betfair and have agreed to sport Quick Response (QR) codes on their bikini bottoms at this week’s tournament in London.

The QR codes, when photographed with a smart phone, direct the photographer to Betfair’s Web site — where they can place their bets on a full array of sporting events.

Betfair public relations head Andy Lulham told the Telegraph that he wanted to place his company’s advertising where cameras focus — and the sun don’t shine.

The London 2012 beach volleyball tournament began Monday and concludes Sunday at the Horse Guards Parade. Earlier this week U.K. Prime Minister David Cameron’s office forced organizers to turn down the tournament’s sound system because it interfered with riot meetings.

Now  personally, I don’t see the true value of this campaign. It seems to be more of a means to exploit these young ladies. But hey, they agreed to it and it’s all about advertising right ??

[via Washington Post | images via Gizmodo]