The mission of The Phoenix Championship of Bowls is to grow, promote, and raise the profile of the sport of Lawn Bowls in Canada through multiple channels. It will nurture strategic partnerships at the corporate and grassroots level through collaboration and sponsorships. It will provide a competitive environment for athletes who want to compete at a high level and raise their skills and abilities. It will focus on newly developed, alternative formats of play to broaden the interest of both the existing players, spectators and help attract new athletes to the sport.