From 1963 to 1990, Carling O’Keefe Breweries dominated the bowling industry as the number one sponsor in the sport. This involvement began in 1963 with the Bowling Proprietors of Ontario, but the owner’s group soon transferred the sponsorship to the bowlers through the Ontario Bowlers’ Congress (OBC). Initially, more than $92,000 was contributed to cover a Bowler of the Week program, a provincial pins-over-average tournament and the Ontario and Canadian Open championships.

At the same time, the Ontario Bowlers’ Congress was beginning to organize and grow using an annual year end convention as the most popular annual meeting in amateur sport. At this annual meeting, the bowlers met a series of brewery representatives, including Ron Lenyk and Tom McCallister who both attended the first annual general meeting (AGM) at Royal View Lodge in Haliburton in 1967.

As well, to the elite bowler, due to this sponsorship, the provincial championships became known as the “Carlings“ and, at the qualifying rounds in December, bowlers would place their Christmas beer orders with the visiting sales rep and home delivery would follow.

This sponsorship continued through 1973-74, when a brewery rep, Dave Heggie attended the AGM only to announce that the Carling O’Keefe sponsorship would come to an end. To the OBC, this loss was catastrophic. Not ready to take “NO“ for an answer, Bert Garside, the Executive Director of the OBC and his assistant, Ruth Homan, put together a fifty-page presentation showing the support by the bowlers over the previous ten years. This presentation was given to Wilmot Tennyson, the company president and after reading it, he doubled the sponsorship funds for the OBC and also introduced a $7,500 prize fund for the provincial Open. Mr. Tennyson also introduced the OBC to George Fuller and George was responsible for budgets, first for Ontario and ultimately, all of Canada.

In 1978, the bowling industry saw fit to recognize Carling O’Keefe Breweries as a Builder of the Bowling Industry and at the annual dinner, the President and Chief Executive, Roderick McInnes attended. Following this honour, Carling O’Keefe continued to increase its support.

Under its Black Label brand, the company supported the Canadian bowlers as they competed in the international “small ball“ championship held in the Philippines in 1979. Through the efforts of George Fuller in 1984, the brewery contributed $50,000 in cash, a car for a perfect game and other prizes as 5 pin bowling was featured on CBC television. At this time, as well, we met another brewery representative, Gord Walker and his outgoing style was another positive influence for our sport. On one occasion, Gord brought the Toronto Argonaut Sunshine girls to the AGM and their enthusiasm and talent was the perfect tonic for a rainy afternoon. Also, in 1984, Gord announced that his bowling budget for the coming year was $250,000.

Carling O’Keefe Breweries was sold in 1989 and our relationship came to an end. This date also marked the retirement of individuals such as George Fuller and Gord Walker. As such, while a twenty-seven year sponsorship came to an end, friendships were formed that have lasted a lifetime. From all of us, thanks a million, it probably was.