Riviera Travel has announced a three-year partnership with Bowls England.

The agreement will see the cruise line become an official partner of Bowls England, providing year-round marketing benefits, including rights to Bowls England’s flagship National Finals held at Victoria Park, in Royal Leamington Spa.

A statement added that the partnership “will support the creation of a legacy from the home Commonwealth Games as Bowls England pushes forward with its strategy to grow participation in lawn bowls”.

Partnership aligns with Riviera Travel demographics

Riviera Travel head of partnerships Vicky Billing said: “We are super excited to partner up with Bowls England. As a business we share the same values and goals.

“We are a sociable brand, and our customer demographics match perfectly.

“Having recently attended the Commonwealth Games, I was so enthused with how passionate the bowls community is and love the idea of intergenerational fun.

“We are very much looking forward to developing the partnership.”

Bowls England chief executive Jon Cockcroft added: “We are delighted to be partnering with Riviera Travel, a brand with true pedigree and values close to our heart.

“We are both motivated by creating life-affirming experiences and there is great synergy between our respective audiences.

“We hope the relationship will inspire more people to enjoy spending time on the bowling green or a river cruise.”

Earlier this year, Riviera Travel launched a new brand campaign designed to “break the mould” in river cruise advertising.