With the greying of the Canadian population well under way, Mazda Canada’s newest sponsorship fits right in.

The car maker has signed with Lawn Bowls Canada as the title sponsor of the 1993 Pacific Bowls Championships in Victoria.

The competition will also serve as a run-up to the lawn bowling events at the 1994 Commonwealth Games, also to be held in Victoria.

According to Margot Clayton-Jones, lawn bowling is an excellent opportunity for firms interested in reaching the active over-50 audience.

A Lawn Bowls Canada survey reports 80% of Canada’s 25,000 lawn bowlers are over the age of 50, with most of them financially well off.

Lawn bowls were first played in Canada in 1734 in Nova Scotia. DC