Bridge: A MindSport for All (BAMSA) is an independent, charitable research project hosted by the University of Stirling, UK. BAMSA was formed to enable academics to carry out sociological research and to work collaboratively with bridge organisations to apply research findings to achieve three key goals: • to transform the image of bridge • to encourage more people of all ages to play • to ensure the game continues to thrive. The first step is to establish a new academic discipline, the sociology of bridge, to provide research evidence on the dynamics of bridge as a mindsport. BAMSA works in partnership with bridge stakeholders around the world to achieve change and impact within the bridge community. The global BAMSA network is an inclusive forum of research associates, practitioners (players, teachers, organisers) and policymakers.