US casino giant  Because a friendly Sydney lawn-bowling club was the first to trademark Bally's Corporation's name, the company has been prohibited from doing so in Australia.

The Balgowlah Bowling Club, which the locals on Sydney's northern beaches lovingly refer to as "The Bally," has unintentionally became involved in a US$195 million transaction that would see Bally's save the Australian casino behemoth Star Entertainment Group from bankruptcy.

What on earth is going on?

Readers in the US might not be familiar with lawn bowls, a calm, leisurely activity that is nearly solely played by older adults in Australia and the UK.

“The Bally” secured the Australian trademark to the “Bally” name last year. Secretary‑Manager Tony Wagener, who filed the paperwork in September 2024, says the move was purely precautionary.

“I don’t really see any businesses as bigger or more important – we just like the name, and we trade under it, so I thought we’d better trademark it,” he told The Sydney Morning Herald. “Everyone calls it The Bally.”

Wagener underlined that The Bally functions as a conventional club with food, drink, bowls, music, and community events—no slots or casino excitement.

Regulators determined that consumers would confuse the two brands, therefore Bally's Corp was informed on June 5 that their application conflicted with the older mark.

Package of Rescue

Leading the Star Entertainment Group rescue package is Bally's Corp.  Through a combination of investment and debt, the US corporation would get a majority share in Australia's second-largest casino operator.  In late June 2025, Star shareholders accepted the move.

Bally's has considered utilizing its own name in Australia as part of this buyout and a potential future rebranding of Star's casinos in Queensland and New South Wales.  However, the local "Bally" now owns the name's first rights, which might force the American company to reconsider its branding approach.

No Regulators Available

According to Bally's chairman, Soo Kim, his business had first thought about waiting for Star to go into voluntary administration, but he was afraid that if it broke up in distress, there wouldn't be much left to preserve.

Rather, Bally's took the initiative and arranged the rescue through convertible notes and subordinated debt. Bruce Mathieson, the principal owner of Star, also contributed, and the combined group received roughly 56% of Star's stock.

Regulators are still cautious, though.  This week, the NSW gaming watchdog raised questions over Star's leadership and whether Bally's acquisition will actually bring reform and integrity to the troubled casino chain.