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Aviva becomes Bowls England’s Principal Partner



Aviva and Bowls England have today announced a strategic multi-year partnership, with the Insurance, Wealth & Retirement company becoming the Principal Partner to us, the governing body for lawn bowls in England.


The partnership is hugely significant for lawn bowls in England at all levels. The agreement will see the integration of Aviva from grassroots clubs to elite teams as they become the Principal Partner of the England National Teams, Title Partner of the Bowls England National Finals, as well as Official Partners to our community initiatives, Bowls Bash and Bowls’ Big Weekend.


Aviva branding will feature on the England Team’s kits as they compete at the World Championships on the Gold Coast, Australia, following a record medal haul at Birmingham 2022. The team will play alongside the other top international bowls teams from 29th August – 10th September 2023.


The partnership will give support to the game and outline Aviva’s commitment to supporting and building stronger communities across the UK. At a time when participation in bowls is on the rise, this agreement comes at the perfect moment for the sport.


Through the multi-faceted partnership, Aviva together with Bowls England, will showcase Aviva’s commitment to helping people feel more positive about their retirement as well as having a positive impact on physical, mental and financial wellbeing in later life.

The two organisations will collaborate on a number of marketing initiatives throughout the course of the agreement to help drive visibility of the game, encourage more people to try out or return to the sport and help foster and engage the sport’s inclusive club and community base.


In addition to naming rights, Aviva will receive a host of opportunities from branding across broadcast and events through to digital and social marketing exposure.

Doug Brown, CEO UK & Ireland Life, Aviva, said: “We are thrilled to become part of the Bowls England family at an exciting time for the sport. At Aviva, we are committed to providing positive solutions to enable our customers and their communities to make the most of life. Through this partnership we are looking forward to helping enrich lives, connect communities and support the health of the sport for future generations.”


Jon Cockcroft, Chief Executive of Bowls England, said: “We are very excited to be partnering with Aviva as we build a meaningful legacy from the home Commonwealth Games. With its inherent inclusivity, we believe lawn bowls can unlock the joy and benefit of playing sport, improve our nation’s wellbeing and help build stronger local communities. Our partnership with Aviva, a brand with great heritage and scale, will accelerate our plans to grow participation and deliver worthy investment into all levels of our game.”



For more on Aviva visit aviva.com

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