Sydney Bowling Club Blocks Bally’s Trademark in Australia

Sydney Bowling Club Successfully Protects “The Bally” Name

The Balgowlah Bowling Club, affectionately known as “The Bally” among its local community on Sydney’s northern beaches, has stopped the US casino giant Bally’s from trademarking the name in Australia. This move came amid Bally’s interest in acquiring the Star Entertainment Group.

The Origin of the Trademark Protection

Located on Sydney’s north shore, the Balgowlah Bowling Club has held the name “The Bally” for many years. Last September, the club’s Secretary Manager, Tony Wagener, took steps to officially register the trademark. According to Wagener, the decision was coincidental and not driven by any business competition. He explained that the club had been using the name for a long time and thought it was wise to protect it legally.

Wagener mentioned that the club is open to talking with Bally’s Corp to explain their long-standing use of the name. He pointed out that the club operates in a traditional manner without slot machines or permanent gambling facilities. Instead, it focuses on community activities such as lawn bowls, live entertainment, dining, and social functions.

What is Lawn Bowls?

Lawn bowls is a sport where players roll slightly asymmetric balls toward a smaller white ball called the jack, aiming to get as close to the jack as possible. This sport is popular especially among senior citizens in Australia and the United Kingdom.

Bally’s Bid to Acquire Star Entertainment Group

Bally’s Corp is leading an effort to rescue the struggling Star Entertainment Group through a combination of debt and investment, which would give Bally’s a controlling stake in Australia’s second-largest casino operator. This proposal was approved by Star’s shareholders in June 2025.

Shortly after the approval, concerns over regulatory risks emerged, causing some uncertainty about the deal’s future. Despite these challenges, discussions continue regarding the acquisition.

Branding Challenges for Bally’s in Australia

Bally’s had planned to rebrand Star’s casinos in New South Wales and Queensland under its own name. However, the existence of the Balgowlah Bowling Club’s trademark for “The Bally” complicates this plan. This may force Bally’s to reconsider their branding strategy in the Australian market to avoid legal conflicts.