29/08/2026
🌱 Let’s have an honest conversation about the future of bowls in South Africa 🇿🇦
To many non-bowlers, bowls is seen as a leisurely sport for retirees. Yet social bowls, club tabs, Twilight Bowls and the community around them is only one part of the sport. Bowls can also be:
💥Competitive.
💥 Energetic.
💥 Vibrant.
💥 Young.
💥 Exciting.
Countries like Australia have attracted younger, highly competitive players, embraced sponsorship and positioned bowls as a sport for all generations.
If we want bowls to grow, we need to rethink how we market it. Attracting younger players and sponsors requires strong photography, video, social media, storytelling, branding and consistent content - all of which take time, skill and resources.
We recognise the value of greenkeepers, cleaning staff, bar staff and catering teams. While many club committees and administrators volunteer, some roles require paid professionals.
So why is creative work treated differently?
Photographers and content creators contribute their time, equipment, expertise and resources to promote bowls. Is asking for something as simple as credit for their work really unreasonable?
Sponsors understand the value of visibility, exchanging financial support for branding on shirts, signage and events. Isn’t that partnership?
Couldn’t we approach creatives in the same way?
Clubs, sponsors, brands, photographers, videographers, social media managers and content creators all have something to contribute. If the people helping grow the sport feel their work has no value, we risk losing them - and without compelling content, how will the next generation discover the exciting side of bowls?
This isn’t about one photographer, club, brand or disagreement. It’s about creating a culture where everyone contributing to the sport is valued - whether they’re holding a bowl, maintaining the green, running the bar, finding sponsors, creating content or telling the story.
If we want bowls to grow in South Africa, what needs to change?
Should clubs and associations invest more in marketing and content? How can creatives and brands work together? I’d genuinely love to hear perspectives from bowlers, club committees, sponsors, creatives, younger and retired players, and people who don’t bowl at all.
What do YOU think bowls needs to do to grow, let’s share our thoughts respectfully and have the conversation? 💫
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