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.

Image Of The Sport

The image of the sport of lawn bowls has changed dramatically over the years. Once known as an old man’s game, the development and opportunities for younger players are becoming more appealing in the modern day.

Bowls is becoming Scotland’s local sport of choice through successful, modern and accessible to all pathways for any individual. Mission statements have been developed in Scotland which will enable clubs to develop, strengthen and grow players of all ages while ensuring that good governance is implemented at all levels of bowls in Scotland in order to deliver and support the strategy that has been created. This will help promote a more positive and modern image of the sport by focusing on particular values.

These values include bowls being an inclusive force in many communities and to continue to develop this as a key strength of the sport when moving forward. In doing so, decisions being made are made clear to all concerned for the best interests of the game while maintaining strong moral principles to help in the process of guiding the sport in a positive direction.

New technology should be utilised appropriately to develop and modernise both the business and sporting sides of the games of bowls, especially in relation to digital marketing aspects that the sport has begun to take advantage of. This most commonly includes social media through Facebook, Twitter and YouTube with the continual development of online websites. By utilising these new technologies, this is beginning to target younger members to play the sport as they see other people who are similar in age to them being able to gain success in the sport all the way up national, international and world level.

Most recently, a young man Darren Weir from Prestwick whom I know very well won the Scottish qualifier to represent Scotland in the Youth Commonwealth Games. At the end of last year in 2015, in taking this opportunity he was able to represent Scotland at the highest level and junior has ever been able to. This experience took him all the way to Samoa, which is a once in a lifetime opportunity which he will take with him for the rest of his life. Other younger individuals could look at the opportunity he was able to carve himself through hard work and may wish to follow in his footsteps one day. For him personally, this opens pathways to other opportunities due to the nature of his accomplishment.

Collaboration is a vital asset as the sport is in an ongoing process to engage in greater consultation with many members and groups within the sport to offer a variety of different pathways. In addition to this, collaborating with other brands is allowing further promotion and funding in the sport which could prove an incentive for any up and coming stars. All the major teams across the world have sponsors, with international teams having multiple sponsors.

This relates to the accessibility of working towards reducing the barriers facing those who wish to access the game in their local communities, with new pathways being created on a regular basis.

With a lot of players starting from a younger age, the image of the sport is changing as many players are becoming successful at the highest level at a much younger age. Other non-participants in the sport can see this and with the more accessible pathways into the sport, individuals are joining the sport at a younger age on a wider scale to try take advantage of these opportunities and see if they have what it takes to make a name for themselves in the sport.

With all this being said, this continues to help deliver an accessible player pathway that will identify and develop talent to participate in a high performance environment which will ensure the success of the sport is guaranteed for the long term.

Following this,in my next blog I will discuss the promotion technique being deployed by the governing bodies of the sport.