N°59 • MARCH 2025

It is clear from the report that all the National Bridge Authorities have a desire to recruit younger players, but some may not have the necessary resources. Bridge is very good at promoting events to those familiar with the game, but is hopeless at engaging with non-players who are unfamiliar with the game. Tailored marketing and alternative ways of communicating, playing bridge, and learning are essential to reach a wider audience.

However, the report suggests that despite being aware of the inherent weakness in marketing and promoting the game, there is evidence of unwillingness or reluctance to change promotion, recruitment, and marketing strategies. Some organisations have been adopting the same strategy for 20 years even though it is obviously unsuccessful.

Opportunities for bridge promotion involve embracing digital marketing and social media, creating interactive ways for people to teach themselves, increasing the visibility of bridge, heightening awareness and making the game more social and fun. Nevertheless, there is hope for change and innovation, particularly if bridge organisations cooperate and collaborate to work on solutions.

The full report and a three-page summary are available in the Research section of the BAMSA website, in the Bridging Organisations project. Comments are welcomed, please email: bamsa@stir.ac.uk

Number 59 – Monthly – March 2025 – Director of publication Olivier Comte – Publisher Éditions de Presse Spécialisée Le Bridgeur – 33 avenue Emile Zola, 92100 Boulogne Billancourt  – France – Executive Director Karine Meyer-Naudan – Editorial Committee Michel Bessis – Muriel Clément – Philippe Cronier – Mark Horton – Vincent Labbé – Norbert Lébely – Karine Meyer-Naudan – Assistant Editor-in Chief Vincent Labbé – Editorial Secretary Muriel Clément – Adverts Bridgerama+ Muriel Clément 01 42 96 25 50  – Subscriptions 01 42 96 25 50 – Art Director Isabelle Le Squer-Fontaine/Maya – mayatom@me.com – Translation Monika Kummel – Legal Deposit march 2025, N°7.680 – Joint Committee – 1118 K 85690 – ISSN 0184-8127.