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Bowling rebrands for proposed Olympic bid

The World Tenpin Bowling Association has confirmed its ambition to be included in the Olympic Games programme, and will also rebrand as World Bowling.

Delegates at its Congress unanimously supported a proposal by World Bowling president Kevin Dornberger that allows the governing body to work towards inclusion on the International Olympic Committee (IOC) shortlist for sports to be added to the games.

World Bowling is being advised on strategy development and the rebranding process by TSE Consulting, the international sports consulting firm headquartered in Lausanne. The new brand will be officially promoted at all international competitions starting from 2014.

Dornberger said: “The decision of the Congress marks a new era for World Bowling. I was impressed by the level of ambition and commitment of all our national federations – we are clearly ready for the next step in the development of our sport. Our aim is to be on the [IOC new sports] ballot the next time around.”