Promotion Of The Sport

Further promotion techniques have been deployed by the governing bodies of the sport of bowls to create a positive and modern image.

The Commonwealth Games in 2014 gave the sport of bowls within Scotland an unprecedented media coverage, there are still challenges being faced in relation to the image of the sport. Many clubs, groups and individuals have put measures in place to address this ongoing situation, but it will be a long term mission to implement new strategies in an appropriate manner. This will include facing the challenge of tackling key reservations that those who do not yet play have with the sport of bowls. This relates to the image of an old man’s sport.

The main talking point in relation to bowls was when Alex Marshall MBE beat England in the semi-final of the pairs discipline in the 2014 Commonwealth Games in Glasgow. Incited by opposition supporters during the last end of the game did not prove to distract the Scottish team member, who was one shot down in the last end. He then to Scottish delight, played two wonder bowls with his last two bowls to win the game.

He done a “get it up ye” celebration which sent social media crazy. This created a buzz about the sport, which could be used in a positive way. Alex is renowned as the Lionel Messi of bowls, he is one of the biggest names if not the biggest in the sport so this social media trend could be used to promote the sport further to the younger generation.

The amount of media coverage of bowls has had a dramatic increase over the years, however many media outlets still portray the game in such a way that makes it difficult to move the game forward. Increased digital advertising and communication through social media outlets and websites are now allowing the governing bodies to link more efficiently. This allows those all related to bowls and those not related who may have an opinion on the sport to provide their feedback which can be taken into consideration when making attempts to promote the sport of bowls.

Media coverage is an aspect of the sport which is being given great consideration, so that positive movements can be made. At the moment, there are three world ranking events with the Scottish International Open being live on the BBC, the World Championships also being live on the BBC and the International Open which is live on sky sports. At the same time, all matches are available through the world bowls tour YouTube channel, with live streaming of all matches being available for anyone to watch for free.

I feel using YouTube as a social media outlet has proved more beneficial than originally realised, with high volumes of viewers tuning in to the live streaming to watch games that may not be getting live coverage during the event. It also enables on the go technology options to allow users to watch wherever they may be through their mobile device. Implementing the digital technology is allowing them to promote the sport to a wider audience, which will prove beneficial in the long run.

Stay tuned for my next blog, which will discuss the future developments of the sport.