The Challenges and Opportunities for Promoting Bridge — body (BBO house style)
Samantha Punch
In my last article, we saw that the various types of bridge players, the socialiser, competitor, self-improver and mind-gamer, resonate with many players. I suggested that marketing messages to attract new players could reflect these shifting types, tapping into different motivations that draw people to bridge. BAMSA's recent research has identified several barriers and enablers for promoting bridge and getting more people involved.
Barriers to Bridge Promotion
At an individual level: people have a variety of motivations for playing bridge. For duplicate players, the ability to find consistent partners at compatible times and skill levels is a challenge. For social players, the time required to play a session is a barrier. Several participants took breaks from playing and did not return to the game until later life because work and life commitments impacted their ability and desire to play bridge.
At an institutional level: it needs to be recognised that the first few club experiences for newcomers are crucial and they must be positive, but the (often unintentionally rude) actions of experienced players can hinder this. There is a need for a welcoming club and tournament culture, with a "zero tolerance" approach to poor behaviour. In addition, teaching methods are often traditional and formal in nature. Bridge's complexity is part of its appeal, but this could be off-putting for certain types of players.
At a cultural level: bridge is frequently associated with older age, and this perception can discourage younger players. There is also a perception of elitism, with an assumption that bridge players must be highly intelligent, well-educated and from relatively affluent backgrounds. Bridge marketing is an issue. Social media marketing to attract younger people is not widely used. Effective recruitment campaigns are difficult to identify.
In order to overcome some of the challenges facing the promotion of bridge, we could perhaps learn from other mindsports, like chess or poker. For example, more promotional social media content could be developed that dramatizes strategic moments in high-level games or explores the personal journeys of diverse bridge players. Short-form video content designed for platforms like TikTok, Instagram or YouTube could highlight the excitement, strategy and social dynamics of the game. Other opportunities for promoting bridge have also emerged from BAMSA's research and are outlined below.
Opportunities for Promoting Bridge
At an individual level: not all players aspire to master the game or compete in tournaments; many are drawn to bridge for its social aspects or leisure qualities. This needs to be borne in mind when recruiting players. Bridge clubs could also encourage competitive players to embrace occasional less serious and more casual games in line with the socialisers. For the self-improver or competitor, an emphasis on incorporating some social fun games could help to counteract the pressure of achieving progress or performing well.
At an institutional level: it is important to engage both social and competitive players across age groups, including through youth initiatives that encourage cross-generational participation. There is also value in connecting clubs with more informal, community-based spaces, such as café bridge or coffee mornings in local venues.
At a cultural level: social and digital media marketing has the potential to enhance visibility and reach more diverse audiences.
Coordinated strategies are important. Initiatives aimed solely at increasing individual motivation or advertising the cognitive benefits of bridge are unlikely to succeed if institutional structures and club cultures remain unchanged. Some strategies for marketing bridge targeted at different types of players include:
Education and Intergenerational Learning (for self-improvers): Promote bridge's intellectual and social benefits through education and intergenerational programmes. This could include developing flexible teaching pathways and expanding mentorship schemes.
Hybrid and Flexible Formats (for competitors): Combine online play with in-person meetups to reflect modern leisure habits.
Inclusive Club Cultures (for socialisers): Balance the social and competitive sides of bridge by ensuring new or casual players feel welcomed alongside more serious competitors.
Media and Digital Engagement (for mind-gamers): Create media content that highlights the intellectual challenge and social enjoyment of bridge.
Other practical suggestions include increasing the visibility of diverse and younger role models in promotional materials, and encouraging collaborative partnerships between clubs or organisations. These kinds of marketing strategies could help rebrand bridge as a vibrant, engaging activity that fits modern, hybrid leisure habits, without pushing older players away.
Revitalising bridge takes a multi-layered approach, one that looks at individual motivations and constraints as well as the broader cultural and institutional picture. It is vital to address barriers at all levels to ensure that bridge is welcoming to a wider spectrum of players, particularly those who just want to enjoy some relaxed, friendly competition. In this way, bridge can maintain its rich heritage while expanding participation and cultivating a more diverse and engaged community.
Efforts at one level need to line up with changes at the others. Recruitment campaigns, educational practices and club environments must consistently convey messages of accessibility, welcome and inclusion. The ultimate goal is to expand the reach of bridge to a new generation of players.
Further Reading
McCutcheon A. and Punch S. (2026) Promoting Traditional Leisure: Barriers and Enablers for the Mindsport Bridge, Leisure Studies, 1-22. doi.org/10.1080/02614367.2026.2692685
Samantha Punch is Professor of Sociology at the University of Stirling in Scotland. She leads the Bridge: A MindSport for All (BAMSA) research project (bridgemindsport.org), which explores the social, non-technical, and cultural aspects of bridge, including wellbeing, partnerships, and player development.
