It’s not bowling. It’s not golf. And whatever you do, don’t call it “bocce.”

It’s Lawn Bowls. And it’s the next big thing in American sports. Like Mahou Sensei Negima, the metric system, and boxed milk, Lawn Bowls is just another train that our nation inexplicably missed. 20 million people around the world indulge in this delightful diversion, while only 17,000 do in the U.S. The game has been around for 500 years – so exactly why haven’t we recognized its undisputed awesomeness yet?

No sport becomes an American pastime overnight. Do you think baseball was popular in its germinating stages? “Hey guys: Let’s all put on tight, non-breathable pants, have someone throw a rock-hard leather ball at our faces, then dive headfirst onto dirty vinyl bags all day long.” Yeah. Maybe later.

Sports gain popularity through awareness – which is what Lawn Bowls lacks in the U.S. That's why the United States Lawn Bowls Association came to Mortar. And it’s why Mortar is on the hunt for sponsors of all shapes and sizes for the USLBA.

If your brand is looking to gain awareness and boost its image, this is a low-risk move with a potentially huge payoff. Although Lawn Bowls is a sport you can play whether you’re 19 or 90, the average player age is 50+. With the exploding number of baby boomers entering the market each year, these leisure beavers are looking for a fun, low-impact activity to keep them from having to tend to the garden all day and converse with their one-eyed curmudgeonly neighbor.

Not many sports could be more appealing to this crowd – or for your brand. Think curling, but on grass: challenging, fun to play, and with massive potential for cocktail consumption. It’s ideal for TV coverage, but without the need for big slabs of ice and bitter cold. You play on a manicured grass court, and there’s unlimited opportunity for social activity off the green.

Brands, are you listening? Get in the rink before someone else beats you to the jack. Download USLBA's full sponsorship deets here to learn more about why this could be the best decision you’ve ever made. If you’re interested in being a national, regional, local, or event sponsor of the USLBA, contact Craig Patterson at craig@mortaragency.com or (408) 802-9122.