WORLD BOWLING ISSUES MARKETING RFP
World Bowling is seeking responses to this Request for Proposal (“RFP”) to identify partners, hosts, suppliers and agencies who would associate their knowledge, capacity and vision into an exciting project that World Bowling is creating, WBX, launching in November 2020.
Background:
World Bowling is autonomous in administering bowling and is responsible to promote the development of bowling throughout the world, promote the Olympic movement, contribute to the achievement of the goals set forth in the Olympic Charter, establish rules for the uniform practice of bowling throughout the world and ensure that official bowling activities meet the requirements of the Olympic Charter.
World Bowling first began to coordinate world bowling in 1926 as the INTERNATIONAL BOWLING ASSOCIATION (IBA). In 1952, the IBA developed into to FÉDÉRATION INTERNATIONALE DES QUILLEURS (FIQ – International federation of Bowlers) to foster worldwide interest in amateur tenpin and ninepin bowling, as well as international friendship by encouraging world and zone tournaments and other competitions between bowlers of different countries. The International Olympic Committee has recognized world Bowling since 1979 as the world governing body for the sport of Bowling.
In 2014, the international bowling organizations of the FIQ united under the new brand name of World Bowling to expand the reach and relevance of bowling worldwide.
Scope of Work:
WBX will be delivered via temporary infrastructure within key city locations featuring the top Women’s and Men’s Nations in the world. A three-day event that will showcase the incredible athleticism and skill of our athletes whilst they participate as individuals, pairs and as a team of Five. WBX has been developed by World Bowling as a complementary event to the main World Championships format, with the intention of appealing to a younger generation as a result of its accessibility in location, speed and opportunity to showcase high level skills.
The success of the recent World Bowling Women’s Championship aligned with World Bowling new strategic thinking has brought the organisation thinking outside the box and developing the idea of a brand-new competition format with the aim and commitment of organising four WBX events in 2020 and expanding further in 2021 to complement the global event calendar allowing the World’s best to showcase their talent when performing as a team.
WBX Objectives
· The development and introduction of WBX has the following objectives:
· Rejuvenate and reposition the international portfolio of events
· Create immense value for our sport and new commercial opportunities
· Engage with the younger fans
· Create a calendar with more entertaining events for bowling fans
· Increase worldwide participation
WBX Mission:
· To entertain and inspire, raising the global status and popularity of bowling
· A channel to voice and showcase a love for bowling
· A branded experience that delivers consistency & creates long term value
· Design a product that stays true to the pure, simple pleasure of bowling a ball
THE STRATEGY
A successful strategy must provide inspiration to new athletes and give everyone in bowling an aspirational goal.
We require a multi-tiered approach with pinnacle event(s) which inspire at the top level, as well as a clear “pathway for growth” which touches and motivates the bowling community at all levels.
The grass roots will not grow without aspiration and visibility of elite international competition.
There are three key strategies which underpin the successful introduction, growth and value creation for this event:
Impact
Create an awe-inspiring commercially packaged version of WBX at the elite level that will inspire the next generation and optimise the value for bowling.
Focus
The co-ordinated, deliberate and multi-tiered seeding of WBX to grow passion and participation
Value
Leveraging and optimising value creation around this new format to feed investment and development back into our sport – IP, broadcast rights, licensing fees, merchandising, technology & equipment innovations, digital and gaming, legacy, equipment, creating stars, exposure & endorsement etc.
These events can be delivered in a “non-traditional” sports location, a city centre, a famous location or within existing elite sports infrastructure. The aim will be to bring Bowling to the people.
To view WBX, not just as a sporting product, but rather a “packaged” entertainment and lifestyle product with a dynamic branded experience.
Develop a brand and clear market/product positioning to build out the format for WBX – Event Presentation, Technology, Athlete Wear, Sporting Equipment, innovation and TV production. This must include research into the target ‘youth audience’, with reference to success stories with similar sports / bowling.
This will be designed for the commercial market and will be a “window to the world”.
Deliver event presentation spectacle. Recruit technology and supplier partners to develop and build the entertainment package.
Roll out this commercialized event globally – targeting new and important markets.
The appointed persons will be responsible for, in full or part, WBX Stadia build, lane services, seating, venue infrastructure, event management, commercial sales, delivery and distribution, broadcast production, event delivery, digital and social strategy including working with key influencers.
The appointed persons must show creativity as well as experience in developing a brand which will attract and appeal to celebrity / star fans and attendees. This may include experience of PR activations at site and pre-event to create a buzz.
· Any merchandising / e-commerce experience is beneficial.
· Key areas of consideration in full or in part:
· Official Lane Provider
· Lane Maintenance
· Official Scoring System
· Technology partner
· Commercial rights
· Clothing provider
· Event Delivery and Sports presentation
· TV Production
· Transportation
· Host Cities
Due Date:
31st October 2019
Address:
Agencies with relevant experience includes Coyne PR and MWWPR.
