This has never been seen before as far as I know. O'Kane will weigh in wearing specially designed boxers by the event sponsors BetFair. The smalls boast a QR code on the front of the pants, which when photographed by a smartphone takes you straight to the boxing betting markets on Betafir.
"I’ve never thought of myself as an underwear model, but maybe I could have a second career when I retire from boxing," said the tournament favourite Eamonn O'Kane.
This is what BetFair's Alex Bake had to say about the new advertising technique: "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."
This advertising scheme has never been used in the world of boxing but it has been used in other sports. Zara Dampney and Shauna Mullin had the QR code printed on their bikini bottoms at the beach volleyball championships.