Don’t ever build a query this way! The input frmmain.lblbowler.Text is typically retrieved from a TextBox control on either a Windows form or a Web Page. Anything placed into that TextBox control will be put into frmmain.lblbowler.Text and added to your SQL string. This situation invites a hacker to replace that string with something malicious. In the worst case, you could give full control of your computer away.
Instead of dynamically building a string, as shown in your code, use parameters.
Anything placed into a parameter will be treated as field data, not part of the SQL statement, which makes your application much more secure.
Try the following
cmd.CommandText = "UPDATE database.table SET W=W+1 WHERE bowler = @bowler"
command.Parameters.Add("@bowler", SqlDbType.NVarChar)
command.Parameters("@bowler").Value = frmmain.lblbowler.Text