World Bowls

What World Bowls does

World Bowls is the recognised International Sports Federation for the sport of bowls, operating as a private non-profit members organisation registered as World Bowls Ltd in North Melbourne, Victoria, Australia. Founded in 2001 and governed by a Board of Directors with a small professional staff (1–10 employees), it serves approximately 90 Member National Authorities across five continents (Africa, Americas, Asia, Europe, Oceania), providing unified governance, standardised rules (Laws of the Sport, Crystal Mark Fourth Edition), WADA-aligned anti-doping regulation, and international competition pathways including the quadrennial World Bowls Championships, annual World Indoor Championships, Champion of Champions, World Cup, Asia Pacific Championships, and Junior events, plus para bowls pathways.

The organisation's product portfolio centres on event sanctioning and delivery, governance documentation, and an expanding suite of content and education assets. These include Bowls International Magazine (print and digital subscriptions at £19.90 for six months and £35.99 for twelve months), the World Bowls Academy (an educational platform offering programmes such as the Event Leaders Programme for MNA staff and event organisers), a coaching resource library assembled from national member federations, and the World Bowls Series — a separately branded professional competition platform. Its technology footprint is governance- and event-focused rather than software-focused: rules, anti-doping frameworks, equipment standards, and approved bowls/surfaces registries.

World Bowls monetises through three primary streams: (i) recurring MNA membership fees from approximately 90 national federations, (ii) consumer magazine subscriptions, and (iii) sponsorship and partner revenue from a concentrated set of equipment manufacturers (Henselite, Aero Bowls, Taylor Bowls, Drakes Pride) and one apparel partner (Belgravia), plus media partners. The 2023 Strategic Plan explicitly targets arresting membership decline in existing markets and expanding into new geographies, supported by development funding applications for MNAs. Distribution is event-driven via national federations and major international championships, with no app, public API, or software integrations evidenced.

Name

World Bowls

Legal name

World Bowls Ltd

Website

https://worldbowls.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Sports Federation Governance

NAICS

Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Olympic & Multi-Sport Governing Bodies (IOC/IPC, Continental Games Federations) (MPAKAFAA)

Keywords

• International sports federation
• Bowls sport governance
• International championships
• Anti-doping compliance
• Coach umpire education

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Magazine Subscriptions: Bowls International Magazine subscription revenue from print and digital formats. Six-month subscription at £19.90, 12-month at £35.99.
2. Member National Authority Fees: Revenue from approximately 90 member national authorities that pay membership fees to be part of World Bowls.
3. Sponsorship and Partner Revenue: Partnership arrangements with equipment manufacturers (Henselite, Aero Bowls, Taylor Bowls, Drakes Pride), apparel companies (Belgravia), and media partners for event sponsorship and branding rights.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

World Bowls is the recognized International Sports Federation for the sport of bowls, governing international rules, anti-doping standards, and competition pathways for approximately 90 Member National Authorities across five continents. The federation organizes international championships (World Bowls Championships every four years, Champion of Champions, World Cup, World Indoor Championships, Junior Championships, Asia Pacific Championships), publishes the Bowls International Magazine subscription, and operates the World Bowls Academy educational platform with coaching, umpiring, and event leadership programs.

Product overview

World Bowls is the recognised International Sports Federation for Bowls, operating as a governing body with a portfolio of event products and educational services. The core offerings include major international championships (World Bowls Championships held every four years, Champion of Champions, World Cup, Indoor Championships, Junior Championships, and Asia Pacific Championships), a subscription magazine (Bowls International Magazine available in digital and print), an educational platform (World Bowls Academy offering programs like the Event Leaders Programme), and comprehensive coaching resources including workbooks, drills, and videos. The World Bowls Series represents a separate professional competition platform. The organization has 90 Member National Authorities across all continents and is committed to growing the sport globally.

Differentiator

Problem solved

Functional benefit

Brands

• World Bowls Series: A professional bowls series and competition platform
• World Bowls Series

Products and services

• World Bowls Championships The highest level of international lawn bowls competition, held every four years, featuring men's, women's, and para events with over 27 nations competing. Aimed at elite national teams representing their Member National Authorities.
• Champion of Champions An international singles event featuring national champions from World Bowls member nations, held annually. Targeted at elite national singles champions.
• World Cup An elite international bowls event featuring invited nations competing across singles and pairs in a fast-paced format that brings together both para and able-bodied athletes.
• World Bowls Indoor Championship An international indoor bowls championship featuring men's singles, women's singles, and mixed pairs events, delivered jointly with the International Indoor Bowls Council (IIBC).
• World Bowls Junior Indoor Championship An outdoor event for players aged 18-25, featuring men's singles, women's singles, and mixed pairs, operating under various event names over time including World Junior Cup and World Youth Championships.
• Asia Pacific Championships A regional international bowls event featuring men's and women's singles, pairs, triples, and fours, first held in 1985 across multiple countries in the Asia Pacific region.
• Bowls International Magazine The world's most respected bowling magazine, available monthly in both digital and print formats, with six-month print subscription at £19.90 and 12-month at £35.99. Targeted at bowls enthusiasts, players, and fans worldwide.
• World Bowls Academy An educational platform offering programs like the Event Leaders Programme for Member Federation staff, event managers, volunteers, and administrators involved in planning, delivering, and developing bowls events.
• Coaching Resources Comprehensive coaching materials including workbooks from member nations (Bowls Canada, Bowls Hong Kong China, Bowls New Zealand), drills resources, training videos from various coaches, and coaching development articles. Aimed at coaches and players.
• World Bowls Series A separate platform and series for professional bowls competition, managed by World Bowls Series Manager Chris Wallace under World Bowls governance for promoting and developing the sport.

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core partner, development partner, media partner and minor partner.

• Henselitecore partnerOthersEquipment manufacturer partner. Henselite is a major bowls equipment supplier providing bowls and related products. They appear on the World Bowls partners page with advertising and branding presence.
• Aero Bowlscore partnerOthersEquipment manufacturer partner. Aero Bowls produces bowls equipment. Listed on the World Bowls partners page with advertising presence.
• Taylor Bowls (TLR)core partnerOthersEquipment manufacturer partner. Taylor Bowls is a bowls equipment supplier. Listed on the World Bowls partners page.
• Drakes Pridecore partnerOthersEquipment manufacturer partner. Drakes Pride produces bowls equipment. Listed on the World Bowls partners page.
• Belgravia Apparelcore partnerOthersApparel partner for World Bowls. Belgravia provides clothing/apparel branding. Listed on the World Bowls partners page.
• SportsBuilddevelopment partnerOthersDevelopment partner supporting World Bowls. SportsBuild appears on the partners page as an advertiser and supporter.
• World Bowls Seriescore partnerStrategic or Co-development PartnerA separate series of world bowls events managed through worldbowlsseries.com. This is a strategic initiative under World Bowls governance for promoting and developing the sport.
• Bowls International Magazinemedia partnerOthersThe world's most respected bowling magazine available monthly in digital and print. Published by World Bowls or in partnership, serving as the official media voice of the sport.
• FABlittlebagminor partnerOthersProduct partner providing specialty bags/accessories. Listed as an advertiser on World Bowls partners page.
• BLESTminor partnerOthersPartner listed on World Bowls partners page. BLEST appears to be a bowls-related business or equipment supplier.
• Niagaraminor partnerOthersPartner listed on World Bowls partners page. Niagara appears to be an equipment or product sponsor for World Bowls.
• Sporting Highlightsmedia partnerOthersMedia partner providing sports coverage and content for World Bowls events. Listed on the partners page.
• WADA (World Anti-Doping Agency)core partnerStrategic or Co-development PartnerWorld Bowls is a signatory to the World Anti-Doping Code. WADA leads the collaborative worldwide movement for doping-free sport. World Bowls implements anti-doping rules in accordance with WADA Code requirements.
• Commonwealth Games Federationcore partnerStrategic or Co-development PartnerWorld Bowls bowls and para bowls events are featured in the Commonwealth Games. The 2026 Commonwealth Games in Glasgow will include bowls events. World Bowls works with the Commonwealth Games Federation for event inclusion.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• World Curling Federation: International federation governing a niche traditional precision sport with comparable governance structure, anti-doping compliance, and inclusion in the Winter Olympics and potential multi-sport events. Similar scale and mandate to World Bowls.
• International Hockey Federation (FIH): Governing body for international field hockey - a sport with similar Commonwealth Games heritage and comparable traditional participation base. Operates similar international championship structure and MNA network.
• World Rugby: International federation for rugby union and sevens, with comparable Commonwealth Games inclusion, MNA network, and rule-setting authority. Larger in scale but structurally analogous to World Bowls.
• International Tennis Federation (ITF): Global governing body for tennis with similarly distributed MNA network, international championships (Davis Cup, Billie Jean King Cup equivalent), and inclusion in multi-sport events including Commonwealth Games.
• Badminton World Federation (BWF): International federation for badminton with comparable Commonwealth Games inclusion, MNA structure, and traditional participation base across Asian and Commonwealth markets.
• International Table Tennis Federation (ITTF): Global governing body for table tennis with similar MNA-based structure, international championships, and Olympic recognition pathway. Operates a comparable governance model.
• World Archery Federation: International federation governing archery with analogous governance structure, anti-doping compliance, and Olympic recognition. Similar mix of traditional and emerging market participation.
• International Volleyball Federation (FIVB): International federation for volleyball with comparable MNA network, international championships, and Olympic-recognized competitive structure. Larger but operates the same model as World Bowls.
• International Handball Federation (IHF): International federation for handball with similar MNA structure, international championships (World Championships), and Olympic recognition. Functions as a direct structural peer to World Bowls.

Broad incumbents

• International Cricket Council (ICC): Global governing body for cricket - a Commonwealth-heritage bat-and-ball sport with analogous MNA structure and international competition pathways. Significantly larger and more commercialized than World Bowls but operates the same federation model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCsVFShuPvK3HusJ67xYH7Nw
• Xx.com/World_Bowls

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about World Bowls