A quiet corner of Balgowlah has become the centre of an unexpected stoush, as the local bowling club’s quick move to trademark its nickname has blocked an American gaming giant from using the same name in Australia.
The Heart of The Bally
In the heart of Balgowlah, where the sea breeze drifts up from the coast and neighbours greet each other by name, The Bally has been a steady presence since 1956. The bowling club is where friends catch up over a cold drink, community fundraisers fill the room, and the only games played are on the green. There are no gaming machines. It’s just a space that belongs to everyone.
When the club nearly closed in 2024, secretary manager Tony Wagener felt the weight of the community’s hopes. With the club’s future at stake, he decided to register “The Bally” as a trademark in September.
For Tony, it was a practical step—a way to make sure the club’s identity, built over generations, couldn’t be taken away. What no one expected was that this decision would set off a battle with a company from the other side of the world.
The Gaming Giant’s Australian Ambitions
While The Bally focused on its members, Bally’s Corporation, a gaming operator from the United States, was preparing to expand into Australia. The company announced plans to take over Star Entertainment, which runs in Sydney, Brisbane, and the Gold Coast.
Part of their strategy was to bring the Bally’s brand name to the Australian market—a move that seemed simple until the trademark office stepped in.
David and Goliath on the Trademark Register
Earlier this year, Bally’s Corporation discovered that “The Bally” was already taken—by the Balgowlah Bowling Club. The Australian trademark office ruled that the two names were too close, and that people could easily confuse a global gaming chain with the local club. The big company’s branding plans were suddenly on hold.
Tony reflected that the timing was lucky, but also said the name is at the heart of the club’s culture. He sees The Bally as a place where the community comes first, not profits from gambling.
For now, the club has no plans to let go of its name, and Bally’s Corporation has not commented on the setback.
The Underdog Story Lives On
Locals still laugh about how Burger King’s failed entry into Australia gave rise to Hungry Jack’s—a classic story of the small outsmarting the mighty. For Balgowlah, the trademark win is a reminder that sometimes, looking after your own can be enough to keep the world’s biggest players at bay.
Published 29-July-2025
