bowls australia prospectus

103388 BOWAU PROSPECTUS FA.indd 1 11/01/12 11:45 AM

Introduction One

What is APL? Two

Proposed Competition Three

Licenses Five

Competition Format Eight

APL Product Ten

Important Information Sixteen

APL Prospectus 1


It is my pleasure to introduce you to the Australian Premier League (APL) Bowls prospectus.

This competition promises to be a significant and ground breaking competition for bowls in Australia and it is expected that the sport will be revolutionised by its introduction.

The overall purpose of the APL is to provide bowls in Australia with the means to develop commercial and broadcast opportunities not currently accessible with the current game formats and competitions. The APL competition will also assist the sport in achieving our major goal of increasing participation and provide us with a format of play that could potentially be used as an alternative game format by Bowls Australia to help drive these participation levels.

The competition will be based around a flexible city-based licensee model, with the aim of creating consumer engagement within their geographical area which allows more than one team in each State or region. Bowls Australia has established an independent company with a Board and an executive management committee to manage the implementation and staging of this competition.

I wish to acknowledge the financial support of the Australian Sports Commission who have enabled this competition to be set up.

I invite you to carefully consider the contents of this prospectus and consider your involvement in this fantastic opportunity for our sport.

Neil Dalrymple Chief Executive Officer

APL Prospectus 1


A fast and exciting version of the game comprising the best players the sport has to offer, APL is the world’s most entertaining format of Lawn Bowls ever played.

With more action more often, APL packages the traditional aspects of the game into a supercharged City versus City national competition played on a specially designed TV Rink. With adrenalin fuelled head shattering drives combined with the deft touch and skill the game is famous for, APL takes the best elements of the game and morphs them into a high impact, highly competitive and fast paced version of the sport.

• City versus City

• World’s best players

• Team competition

• 14 round plus finals competition

• World’s biggest prize money event

APL is a city based licensee model creating consumer engagement within their geographical area. Designed to develop the commercialisation of the sport and appeal specifically to broadcasters, APL also has a participation format of play which resonates at club level.

APL Ownership StructureWith a majority shareholding by the national body, Bowls Australia, APL is a company limited by guarantee comprising a board of directors and an executive management committee.

BOWLS AUSTRALIA

BOWLS PREMIER LEAGUE(APL) COMPANY

APL BOARD TO BE INDEPENDENT OF BA BOARD

APL BOARD

EXECUTIVE MANAGEMENTCOMMITTEE

APL Prospectus 32 APL Prospectus


The APL will be comprised of an eight team competition with at least five teams based in a capital city in order to maximise broadcaster appeal.

The eight team competition will also feature regional based teams in major populated areas engaging a greater range of the bowls participation areas to drive game development.

The eight team competition will comprise

• Five teams from five capital cities of Perth, Adelaide, Melbourne, Sydney and Brisbane

• Three teams from major regional centres or other consortium

• Each team will enter into a licence agreement with the APL which will grant the Licensee the right to enter a team in the APL. The APL management committee will decide the composition of the competition.

Proposed Competition Composition

PREFERRED OPTION

DEFAULT OPTION

1 2 3 4 5 6 7 8

Discretionary Teams

Mandatory Teams (from the five Major Capitals)

BOWLS AUSTRALIA

BOWLS PREMIER LEAGUE(APL) COMPANY APL BOARD

1 2 3 4 5 6

APL Prospectus 32 APL Prospectus


NTH QLD REGION

BRISBANEGOLD COAST

NEWCASTLE REGION

CENTRAL COAST

SYDNEY

MELBOURNE

TASMANIA

ADELAIDEPERTH

WA

NT

SA

VIC

TAS

QLD

NSW

WESTERN SYDNEY REGION

Potential Cities and Regions for APL Teams

CLUB OWNEDLICENCE

REGION OWNEDLICENCE

STATE OWNEDLICENCE

PRIVATELYOWNED LICENCE

3 MELBOURNE TEAM

Discretionary Teams

Mandatory Teams (from Major Capitals)

2 BRISBANE TEAM

Alliance of Gold Coast Clubs/Associations

7 SOUTH AUSTRALIA TEAM

5 GOLD COAST TEAM

State Body – Bowls SA

1 SYDNEY TEAM

Alliance of NewcastleClubs/Associations

6 WESTERN AUSTRALIA TEAM

State Body – Bowls WA

8 MANUFACTURER

4 NEWCASTLE TEAM

Individual Owner

Example of APL CompetitionLicences may be granted to:

• an individual club;

• two or more clubs located within a particular region (which together form an incorporated entity);

• a State bowls association; or

• a private organisation

4 APL Prospectus APL Prospectus 5


Who can become an APL Team? Licence ownership will be from four principle categories.

Ownership Options Example

Club Owned Licence

An affiliate club in a state buys a licence to represent a Sydney team

Region Owned Licence

A major bowls centre or region forms an alliance with surrounding regions buys a licence to represent that region: eg Newcastle Team

State Owned Licence

Bowls WA buys a licence to represent their state as a consortium with a club in that state

Privately Owned Licence

A wealthy bowls fanatic or “bowls manufacturer” buys a licence to represent a team in a particular state

Each licence owner must be an incorporated body that can ensure that the Licensee obligations are fulfilled and guarantee a minimum 3 year commitment in line with the Australian Sports Commission investment.

An owner must agree to operate in accordance with the Licence agreement entered into when they are granted a licence.

Any sale of a licence must have the approval of the APL management committee and any new licensee must continue to meet the commitments of the licence agreement.

Consortia and joint ventures may apply for a licence but licences will only be granted to an incorporated body and will not be granted to groups of people/organisations.

A Licensee must be deemed to be a fit and proper entity and the APL management committee reserves the right to reject any bid or applicant that it believes does not satisfy the criteria.

Any increase in the number of licenses will be at the discretion of the APL management committee.

The APL management committee invites expressions of interest from clubs across Australia to join APL 2012.



Licensee Tender ProcessThe proposed tender process allows the APL management committee control over Licensee selection and enforcement of obligations.

• The APL management committee will issue an Invitations to tender (ITT) for an APL licence to State Associations, clubs and other relevant parties.

• Interested parties will be required to submit a tender in writing addressing the criteria in the ITT to the APL management committee.

• Each applicant will be required to nominate;

− City/region it will represent

− The amount of the licence fee it is prepared to pay. (Which must meet the minimum figure set by APL.) This fee is paid once each cycle (eg if the term of the license is 3 years, it will only be paid once during the 3 year period)

− Minimum licence fee per contract period

− Annual competition fee

− Team name, colours and logo guidelines (ie if a club/state has elements of a current logo that they would like to be part of their individual APL team logo it can request this in its tender submission, however, APL retains the right to manage and approve team logos.

− Any other documentation which will contribute to the decision making process

• The applicants will then be assessed by the APL management committee who will decide the successful candidates. The APL management committee is the sole deciding body for the issuing of licences.

Competition RightsAs the governing body, APL holds the exclusive rights to enter into arrangements for certain commercial rights relating to the APL.

This will comprise:

• Media Rights

• Competition naming rights

• Competition Official Sponsor rights

• Venue Advertising Rights (event signage)

• Merchandise and Licensing

• Event ticketing rights

As noted above, APL maintains the rights to approve/produce the naming, colours, logo, and uniform of each Licensee and any other Intellectual Property (IP) rights to be used in the APL competition.

Licensee RightsThe licence owner will be entitled to develop (where appropriate) commercial arrangements with sponsors and suppliers, specifically:

• Team/Licensee naming rights

• Shirt sponsorship arrangements

• Other arrangements for the team with local sponsors and local suppliers

• Certain venue advertising rights (signage at matches – in TV arc, positioning to be determined by APL)

• Retain all revenue generated through team sponsorship where approved by APL

• Each Licensee will have an allocated broadcast “feature game” for three of the 14 rounds (enabling licence holder and associated sponsors TV exposure) and receive ‘highlights’ exposure for each other round (more detailed description for competition format in broadcast and sponsorship sections)



•Licensee Obligations• Pay a minimum licence fee and annual

competition fees.

• Pay for team uniforms. (APL to approve designs prior to production to ensure consistency.)

• Ensure player/team recruitment, participation, and compliance with APL rules/policies, (eg attendance, scheduling, no gambling by APL players).

• All other obligations set out in the licence agreement.

• The financial management of the team is the responsibility of the licensee. The Licensee is responsible for drafting and maintaining a suitable budget. The Licensee may secure revenue from a number of sources. The division of revenue to be sourced and retained by the APL and Licensees is set out in this Prospectus. The APL reserves its right to change the division of revenue at any time.

NB Player related issues (recruitment of players, number of players) are addressed in the Product Module Section.

Venue Rights• Venue rights holder will receive TV exposure benefits

on all programs.

• Venue rights holder will retain all revenues generated through sales of food and beverage during events.



The competition format will feature each team playing each team twice and then a three game final series package.

Qualifying FormatAssuming an eight team competition there will be 59 games with each team playing each other twice in a 14 round competition.

TEAM 1 (HOST)

TEAM 1 (VISITOR)

TEAM 2 (VISITOR)

TEAM 2 (HOST)

FIRST LEG

SECOND LEG

Finals Format There will then be three finals with the ladder order to be determined by the following order:

• Total points won

• Total sets won. Net sets points

• Net shots (excluding tie breakers)

• Net shots of head to head matches

LADDER POSITION 1

LADDER POSITION 2

WINNER SF 1

LADDER POSITION 4

LADDER POSITION 3

WINNER SF 2

SEMI-FINAL 1

SEMI-FINAL 2

GRAND FINAL



Example of Proposed Competition Schedule – Day 1*

The competition will be held over four consecutive days with the schedule planned appropriately to keep costs at a minimum

Round Team 1 Team 2 Rink Game time TV game allocation**

11. Sydney v 2. Brisbane rink 1 9:00-10:15 TV game

3. Melbourne v 4. Newcastle rink 2 9:00-10:15 highlights

5. Perth v 6. Adelaide rink 1 10:15-11:30 highlights

7. Gold Coast v 8. Central Coast rink 2 10:15-11:30 highlights

21. Sydney v 3. Melbourne rink 1 11:30-12:45 highlights

4. Newcastle v 5. Perth rink 2 11:30-12:45 TV game

6. Adelaide v 7. Gold Coast rink 1 1:15-2:30 highlights

8. Central Coast v 2. Brisbane rink 2 1:15-2:30 highlights

31. Sydney v 4. Newcastle rink 1 2:30-3:45 highlights

5. Perth v 7. Gold Coast rink 2 2:30-3:45 highlights

6. Adelaide v 8. Central Coast rink 1 3:45-5:00 TV game

2. Brisbane v 3. Melbourne rink 2 3:45-5:00 highlights

41. Sydney v 5. Perth rink 1 5:30-6:45 highlights

6. Adelaide v 2. Brisbane rink 2 5:30-6:45 highlights

7. Gold Coast v 3. Melbourne rink 1 6:45-8:00 highlights

8. Central Coast v 4. Newcastle rink 2 6:45-8:00 TV game

Each Licensee will have an allocated broadcast ‘feature game’ for three of the 14 rounds (enabling license holder and associated sponsors broadcast exposure) and receive ‘highlights’ exposure for each other round

Note: * Day 2 (rd.5-8) and 3 (rd. 9-12) would follow the same format while Day 4 will consist of 2 rounds and 3 Finals games ** Proposed TV game allocation only



The game format will focus on maintaining the game fundamentals for the core bowls audience but in a quicker format.

Team Composition

Teams consist of three players and a coach but only two players to play at any one time.

Pairs Play

Pairs play only with each player to bowl two bowls an end.

Sets Scoring (inc. tie breaker)

The format of the games will be sets play with each match comprising two sets with each set being a maximum five ends.

A set will be decided if at any point it becomes impossible for one team to draw or win the set. Should the shots be equal at the end of the fifth end, the set will be tied.

One set point will be awarded to a team for each set won, and half a point will be award to a team for each set tied.

At the completion of the second set, should both teams be equal on set points, a one (1) end tie breaker will be played. The team with highest number of shots at the completion of the end will be deemed the winner.

Two points will be awarded to the team that has won the match.

Game Timing

There will be a ‘shot clock’ between shots to ensure that games are completed in the allocated time and venue/broadcast costs are kept to the minimum required (this does not have to be in TV broadcast view). It will include time for ‘viewing the head’ and playing the bowl.

Optional Game Format ChangesPlayer Rotation – ‘Super Sub’

Players can be rotated by the coach at the end of a game (unlimited rotations) and no minimum contribution required from a player (ie the 3rd player may not play if not deemed necessary by the coach).

Teams may call upon a Super Sub (player rotation) to play one shot(s) in any end ie one player is a good ‘driver’ and that shot is required at the certain stage in the game.

The Super Sub can replace either the lead or the skip at any time.

They can be used during a Power Play (see below).

Killing an End

Killing ends are permissible only if the player playing the shot nominates that they are killing the end. If a player does not nominate, the jack will be re-spotted on the appropriate mark.

Power Play

The Power Play enables a team to double their shots in any nominated end.

Teams will be allowed one Power Play per set as nominated by the coach. Both teams can nominate to use it in the same set and end.

If a Power Play end is chosen, the match marker will hold up both arms showing the colour of the team that has indicated that the end is a Power Play.

Rolling of the Jack

There will be no rolling of the Jack. Each lead will nominate the desired length and ask the Marker to place the jack at this length.

Game Changes Game format changes and implementing will be discussed with the relevant broadcaster prior to the event with the format of play subject to change. APL will maintain the fundamentals of the game whilst adding appealing aspects for broadcasters and meet the needs of new consumers.

Note: Players will be informed of these rules prior to the competition commencing.



The best of the best, head to head, there’s nowhere to hide. APL attracts the best players in Australia and the world on the biggest stage.

Player Recruitment Process• The APL will play host to the best possible players

the sport knows.

• Following the signing of the Licence agreement the Licensee must sign two Australian players of which one must have a connection to the Licensee location (a ‘local’) and both players must be of approved competition standard (approved by APL management committee).

• Licensees will receive a list of international players from which they can select their ‘international’ player and participate in a APL player ‘draft’. The draft order will be determined by ballot upon confirmation of the 8 teams.

• A team must also appoint a coach and so will have a squad of four (three players and a coach).

• All players and coaches must sign a (standard) contract to participate in the competition – this will be provided to the Licensee by APL.

APL Obligations to PlayersAPL offers teams the opportunity to take home unprecedented prize money making this the most coveted competition the most prized in the world.

With guaranteed standard player payments for all participants along with all expenses paid during the competition, APL is also the most lucrative bowls event on earth.

• Player prize money

• Player daily base payment

• Player costs (accommodation, flights, main meals)

Licensee Obligations to Players• Provide team clothing (must be approved by the APL)

• Ensure team meets game scheduling during tournament (penalties if not adhered to)

Player Obligations to APL• Available for media when requested

• Comply will all competition rules and policies

• Players will be prohibited from gambling on the APL or from having links to any gambling related activities. More information will be provided in the player contracts

The best of the besthead to head, there’s

nowhere to hide



APL offers key stakeholders a raft of commercial properties from which to derive significant revenues through sponsorship sales.

Proposed Sponsorship Architecture for Partners

big moneyBig crowds

big action

APL

Licensee Teams*

Venues*

EVENT NAMING RIGHTS (X1)

EVENT OFFICIAL SPONSOR RIGHTS (X5)

EVENT SUPPLIER RIGHTS (X5)

LICENSEE SHIRT SPONSOR (X1)

OTHER LICENSEE SPONSORS (TBD)

LICENSEE SUPPLIER RIGHTS (TBD)

VENUE SPONSOR RIGHTS (X1)

VENUE SUPPLIER RIGHTS (TBD)

Premier sponsorship properties available to competition commercial partners will receive category protection

APL competition partners will receive premium branding locations across all programs

National FTV and PTV viewing audiences

Each APL licensee has the ability/option to sell shirt sponsorship and other minor sponsorships/supplier agreements

Major apparel branding on the front of apparel receiving valuable national brand exposure

Licensees also receive Venue Advertising rights (signage at matches – in premium TV arc, positioning to be determined by APL)

Licensees will have the opportunity to acquire supplier partners as approved by APL.

The venue has the ability to sell sponsorships/supplier deals as agreed with APL. This will include and not be limited to:

· venue naming rights

· minor TV arc signage

*Note: The sponsorship returns team and venue licensee holders have not been modelled in the APL business case and are at the discretion of these parties to pursue and arrange (in accordance with the license agreement and the division of rights as determined by the APL).



Sponsorship Inventory Available to Partners*

APL offers all partner levels designated signage inventory to maximise clear broadcast exposure free of clutter.

Inventory APL Team Venue

Backboard signage YES YES NO

Scoreboard signage YES NO YES

Ground signage YES NO NO

Shirt branding YES YES NO

Tickets/hospitality YES YES YES

BA/APL publications exposure YES At team discretion At venue discretion

Access to player appearances YES At team discretion At team discretion

Each Licensee will have an allocated broadcast ‘feature game’ for three of the 14 rounds (enabling license holder and associated sponsors TV exposure) and receive ‘highlights’ exposure for each other round

*Note: These inventory allocations are indicative and will be defined in the negotiation process. Viewing audiences based on previous competition audiences provided by Oztam.



Drivers behind Broadcaster Investment

APL offers broadcasters the opportunity to engage viewing audiences from all major cities and capitalise on advertisers wanting to capture a targeted demographic.

Consumers driveadvertising which drivesbroadcasters revenues

CONSUMERS

STRUCTURED FORMAT CONSEQUENCESAPL BEST PLAYERS

The best players produce qualitycompetitions and generatethe most consumer interest

One that is conducive to theirneeds eg breaks in play allowing

advertising and an end time

A competition/event that hasconsequences to help buildpressure and viewer interest

The Australian Premier League takes the sport to a new level. With only the best players, APL has increased the ‘moments’ that consumers find attractive while maintaining the core fundamentals of the game that intrigue the uninitiated, all within a time frame and format that is attractive to broadcasters.

• Consumers national and global audiences with participation in over 32 countries

• Best Players an international auction system has allowed the best players to play together

• Structured Format the APL product has been confined to one hour with short advertisement breaks between ends and a ‘strategy time’ to create a longer segment of continuous advertisements

Major brandexposure to over 11 million viewers



Sale of Broadcast rights

APL offers an exciting opportunity to elevate the sport to free to view and pay to view networks both locally and internationally.

Bowls Australia is currently in discussion with broadcasters in relation to the APL competition. Broadcast rights will be controlled locally by BA and the APL management committee. International rights will be handled by a regional agent.

Proposed APL Growth and Broadcast Opportunities• APL – Australian Premier League

• UKPL – UK Premier League

• SEAPL – South East Asia Premier League

• WCPL – World Champions Premier League



This prospectus has been prepared by APL in order to give interested parties an overview of the proposed Australian Premier League Bowls. This prospectus does not, and is not intended to, provide detailed and comprehensive information upon which interested parties can rely when preparing and submitting a tender.

Information contained in this prospectus is subject to change at any time and APL is not required to notify the public or persons who have submitted a tender of those changes.

For more information on the APL or the tender process, please contact Des Ryan on (03) 9480 7100 or email at [email protected]

www.australianpremierleague.com.au

16 APL Prospectus


16 APL Prospectus


bowls australia prospectus

Documents

apl competition

city national competition

apl packages

amthe apl

game intoasupercharged

ground breaking competition

alternative game format

capital city