Sydney Bowling Club Successfully Stops Bally's Corporation from Registering Its Name as a Trademark in Australia
Balgowlah Bowling Club's Trademark Complicates Bally's Expansion Plans in Australia
The Balgowlah Bowling Club, located on Sydney's north shore, holds the trademark of "The Bally," a name that has now become a stumbling block for US casino giant Bally's Corporation in its plans to acquire and rebrand Star Entertainment Group in Australia.
The local club secured the trademark for "The Bally" in September 2021, long before Bally’s efforts to trademark the name for its Australian operations connected to Star Entertainment. The club's Secretary Manager, Tony Wagener, explained that this was a coincidence, as the club had been trading under that name locally for some time.
Bally's had planned to introduce its own brand in Australia as part of the takeover and potential rebranding of Star's casinos in New South Wales and Queensland. However, the trademark conflict poses a setback for Bally’s, which aims to revitalize Star’s casinos in Australia by rebranding them under the Bally’s name. The inability to use its corporate brand due to local trademark rights means Bally’s either has to negotiate with the bowling club, avoid using the name, or find alternative branding strategies as part of its acquisition plan.
The Balgowlah Bowling Club's model focuses on food and beverage, live music, lawn bowls, and functions. The sport of lawn bowls, which is popular among senior citizens in Australia and the UK, is played by rolling slightly asymmetrical balls towards a smaller white ball called the jack. The club's goal is not to compete with Bally's in the casino industry, but to provide a vibrant community hub for locals.
Despite the trademark conflict, the club has expressed openness to discussions with Bally’s Corp. The potential use of the "Bally" name by Bally's in Australia may compel the US firm to reconsider its branding approach due to the existing trademark held by the Balgowlah Bowling Club.
It is important to note that the Balgowlah Bowling Club has no slot machines or permanent gaming facilities. It is a separate entity from the Star Entertainment Group, and it is not involved in any rescue deal with the company. The proposal received approval from Star shareholders in late June 2025.
Bally's shared concerns about Star Entertainment Group's rescue, citing various regulatory risks. The deal between Bally's and Star Entertainment Group is still being discussed, despite these initial concerns. The outcome of these discussions will determine how Bally’s moves forward with its expansion plans in Australia.
[1] The Australian Financial Review
[2] The Sydney Morning Herald
[3] The Age
[4] 9News
The casino-and-gambling industry is affected as Bally's expansion plans in Australia face a hurdle due to the existing trademark of "The Bally" held by the Balgowlah Bowling Club. The finance sector may have to reconsider branding strategies for Bally's business in Australia, as negotiations with the local club become necessary to resolve the trademark conflict.
