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Marketing and Sponsorship

Go Bowling America Campaign Heavy On Sports Event Activation

Go Bowling will back Stewart-Haas Racing's No. 10 Ford in the Aug. 16 Daytona Road Coarse raceSHR

The Bowling Proprietors Association of America will kick off its Go Bowling America campaign on Saturday -- National Bowling Day -- and the effort includes plenty of activation around sports. The BPAA and its marketing arm, Strike Ten Entertainment, is making a big push to get bowlers back out to the lanes, with a consumer giveaway to accompanying the marketing. Go Bowling messaging was featured in the FS1 broadcast of the '20 PBA King of the Lanes July 20-22, where fans had the chance to win a free game of bowling. BPAA Exec Dir Frank DeSocio via email said the program "generated a great deal of social engagement and good will." Outside of the bowling space, more activation will come next weekend with the NASCAR Cup Series Go Bowling 235 at the Daytona Road Course, with coverage on Fox. Added to the race sponsorship, which was transferred from a canceled race at Watkins Glen, Go Bowling will back Stewart-Haas Racing's No. 10 Ford driven by Aric Almirola.

NASCAR ADJUSTMENTS: DeSocio said due to "social distancing requirements and limited fan attendance, we’ve had to change our strategy" around the race. This includes nixing the usual on-site activations. DeSocio said the brand has "pivoted and placed more emphasis" on aspects of the Go Bowling America campaign such as the "health and safe protocols that our centers are practicing." Working with NASCAR, the BPAA will promote its League Program and, as DeSocio said, "put new equipment into bowlers’ hands nationwide because so many of our bowlers are NASCAR fans." He noted the broadcast also provides a "national spotlight."

GEAR HEADS: A major part of the campaign starting Saturday will consist in giving any bowler who registers for a league the chance to win a new ball, which helps to reduce shared contact at bowling centers. BPAA partnered with communications firm Taylor to gain insights about bowlers nationally, finding 85% are very concerned about COVID-19. However, compared to other location-based entertainment venues like movie theaters and or amusement parks, bowlers are much more willing to return, and 73% of them are willing to consider buying their own equipment to facilitate a safe experience at the lanes. The research also shows consumers want to see clear protocols in place.

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