Internet betting exchange Betfair has expanded on its popular QR Coding marketing efforts by placing a code on the front of Irish Boxer Eamonn O'Kane's Betfair boxer shorts.
This week during Betfair's Prizefighter Middleweight show in Belfast, Ireland, O'Kane will weigh in while wearing the specially designed boxer shorts. Fans will be able to scan O'Kane's crotch with their smart phones and will then be taken to Betfair's mobile boxing betting market.
Last year Betfair lit up the marketing world by placing QR codes on the bottom of two female British beach volleyball champions.
Commenting on his new shorts Eamonn O'Kane said: “I’ve never thought of myself as an underwear model, but maybe I could have a second career when I retire from boxing."
Betfair Spokesman Alex Bake also commented, saying: “The weigh-in is an important part of any fight and, from a betting perspective, will have an impact on our exchange prices. As the early favourite for the Middleweights crown all eyes will be on Eamonn, so any punter wanting to place a bet need just scan his pants.”