COMMERCIAL OPERATIONS

Bowls Australia’s (BA) commercial operations were once again guided by the commercial strategy completed in 2019, with the overarching goal to eventually obtain fifty percent of all commercial revenue through commercial sources by 2023.

Key priorities of the strategy included continuing to create and strengthen relationships with Government and Tourism partners, expanding BA’s merchandise and e-commerce presence along with growing the National Merchandise Program.

BA’s key commercial partnership with Sports Entertainment Network (SEN - formerly CrocMedia) entered its second year, with the highly valued relationship providing benefits from SEN’s support and expertise across key commercial areas of sponsorship, marketing and television/streaming production.

BA wishes to acknowledge the incredible support received from the following commercial partners throughout 2020/2021.

Over-50s insurer Apia entered its second year as BA’s Preferred General Insurance Provider, while pharmacy chain Blooms the Chemist continued their support of the sport broadly highlighted by their alignment with the BCiB Australian Jackaroos.

BCiB (Bowls Club Insurance Brokers) continued as the naming rights partner of the national team, the Australian Jackaroos, while Stockland Retirement Living entered their fifth year in partnership, in a relationship designed to improve Stockland Village residents’ physical and mental wellbeing through a range of bowls-related programs.

Sports apparel supplier BLK continued to supply apparel for the national High Performance teams and key national events such as the Bowls Premier League, while Bowls manufacturer Aero Bowls maintained their association across all major events as BA’s Official Bowls Manufacturer.

BA collaborated with not-for-profit organization DrinkWise, in a relationship aimed at developing new, positive norms that encourage the adoption of a healthier and safer drinking culture within the sport of bowls.

As one of Australia's largest group of hearing healthcare providers, Audika joined the ranks to provide access to quality hearing healthcare across the Australian bowls community highlighted by a club incentive program. A market leader in bowling green shade products, BA’s preferred shade supplier MakMax’s impressive bowls portfolio continues to expand, having recently completed an extraordinary project at the Karingal Bowls Club. Australian lighting manufacturer Legacy Lighting collaborated with BA to offer their services to clubs across the country.

Beverage delivery service Club Connect joined to provide clubs with access to their convenient beverage delivery services, while we welcomed Right at Home on-board as a partner in 2021, who are a leading provider of quality in-home care.

We thank all of these brands for their involvement and support across the past twelve months. The support of these partners continues to help solidify bowls’ position as a growing sport within the sporting landscape of Australia.

Work continued on expanding BA’s merchandise and e-commerce presence, with a new e-store launched in September 2020. A number a new products being developed and released with sales steadily increasing.

New or expanded merchandise ranges have been launched for BA events/programs such as the Bowls Premier League, Jack Attack and National Umpire, with other offerings including Cancer Council sunscreen and SP Arm sun protective sleeves.

The National Merchandise Program (NMP) continued to generate steady revenue throughout the 20/21 financial year, with the sales of licenced goods again impacted by the effects of COVID-19.

A review of the NMP in early 2020 highlighted the importance of ensuring products are being sourced ethically. To address this, BA initiated a partnership with Bureau VERITAS who will assist in auditing all BA’s supply chain to ensure a more responsible and sustainable culture is implemented. Compliance within the NMP was another focus throughout the year, with a number of audits carried out and acted upon.

The operating result for the 2021 year was a surplus of $262,717 compared with a loss of $136,489 in 2020.

Once again, Bowls Australia (BA) were impacted by COVID-19, which forced the cancelation or postponement of income-generating events.