An attempt by US casino giant Bally’s Corp’s to trademark its name for potential use in Australia has been blocked because a local lawn bowling club known as “The Bally” has beaten them to it.
Bally’s Corp is in the midst of an AU$300 million (US$195 million) takeover of Australian casino operator Star Entertainment Group and has flagged a name-change as one potential step forward for Star’s assets in NSW and Queensland.
However, the trademark issue – first reported by The Sydney Morning Herald on Monday but quickly picked up by multiple news and current affairs programs – may determine Star’s long-term branding.
