Casino Giant Bally’s Brand Blocked Down Under by Retirees’ Bowls Club
Posted on: July 29, 2025, 07:33h.
Last updated on: July 30, 2025, 06:24h.
- Sydney club wins rights to “Bally” trademark first.
- Bally’s Corp blocked from using brand in Australia.
- AU$300m Star deal may face unexpected branding issues.
US casino behemoth Bally’s Corporation has been blocked from trademarking its own name in Australia because a friendly Sydney lawn‑bowling club beat them to it.
The Balgowlah Bowling Club, affectionately known as “The Bally” by its community on Sydney’s northern beaches, has unexpectedly found itself embroiled in a US$195 million deal that would see Bally’s rescue Australian casino giant Star Entertainment Group from financial oblivion.
What the Bally Hell?
US readers may be unfamiliar with the concept of lawn bowls, a serene and slow-paced sport, enjoyed in Australia and the UK almost exclusively by senior citizens.
“The Bally” secured the Australian trademark to the “Bally” name last year. Secretary‑Manager Tony Wagener, who filed the paperwork in September 2024, says the move was purely precautionary.
“I don’t really see any businesses as bigger or more important – we just like the name, and we trade under it, so I thought we’d better trademark it,” he told The Sydney Morning Herald. “Everyone calls it The Bally.”
Wagener emphasized that The Bally operates as a traditional club – no slots, no casino thrills – just food, drink, bowls, music and community events.
On June 5, Bally’s Corp was notified that its application conflicted with the earlier mark, with regulators ruling that consumers might confuse the two brands.
Rescue Package
Bally’s Corp is leading the rescue package for Star Entertainment Group. The deal would combine debt and investment to give the US company a controlling stake in Australia’s second‑largest casino operator. The move was approved by Star shareholders in late June 2025.
As part of this takeover and possible future rebranding of Star’s NSW and Queensland casinos, Bally’s had eyed using its own brand in Australia. But now the local “Bally” has first rights on the name, potentially forcing the U.S. company to re‑think its branding strategy.
Regulators Not Sold
Bally’s chairman Soo Kim acknowledged that his company had initially considered waiting for Star to enter voluntary administration but feared that if it got broken up in distress, there would be nothing left to save.
Instead, Bally’s moved early, structuring the rescue via convertible notes and subordinated debt, joined by contributions from Star majority‑owner Bruce Mathieson, giving the combined group about 56 percent of Star’s equity.
Still, regulators remain cautious. The NSW casino watchdog this week flagged concerns about Star’s management and whether Bally’s takeover will truly deliver reform and probity to the embattled casino group.
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