Key Takeaways
- The bowling business is seeking to expand its presence in the entertainment industry
- Lucky Strike Entertainment has hired Peter Murray as CEO of the Professional Bowlers Association (PBA) and head of media for Lucky Strike
- Murray aims to transform Lucky Strike’s 360 venues into immersive entertainment environments that combine bowling with other entertainment elements
- The PBA plans to increase its media presence, including behind-the-scenes access and personality-led storytelling, with partners such as CBS Sports, Paramount+, and The CW
- The goal is to grow the sport of bowling, elevate the PBA, and expand its global footprint
Introduction to the Bowling Business Expansion
The bowling business is undergoing a significant transformation, seeking to become a major player in the entertainment industry. Lucky Strike Entertainment, a leading company in the bowling sector, has taken a significant step towards achieving this goal by hiring Peter Murray as the CEO of the Professional Bowlers Association (PBA) and head of media for Lucky Strike. Murray, who joins from the mixed martial arts promotion Professional Fighters League, where he was the founding CEO, is tasked with leading the PBA and transforming Lucky Strike’s 360 venues into immersive, always-on entertainment environments.
The Role of Peter Murray
Murray’s appointment is a strategic move by Lucky Strike Entertainment to tap into his expertise in creating engaging entertainment experiences. As the CEO of the PBA, he will be responsible for overseeing the sport’s professional competitions and governing body. Additionally, as head of media for Lucky Strike, he will focus on developing the company’s media strategy, including its partnerships with CBS Sports, Paramount+, and The CW. Murray’s experience in the mixed martial arts industry has equipped him with the skills to create engaging content and experiences that can help grow the sport of bowling and increase its appeal to a wider audience.
Transforming Lucky Strike Venues
One of Murray’s primary objectives is to transform Lucky Strike’s 360 venues into immersive entertainment environments that combine bowling with other entertainment elements. These venues will serve as physical extensions of the PBA, offering fans a unique experience that includes live broadcasts, athlete interactions, exclusive content, and cultural events that blend sport, nightlife, and media. By creating these immersive environments, Lucky Strike aims to position itself as a leader in the experiential entertainment space, which is projected to surge in the coming years. The company believes that by combining bowling with other entertainment elements, it can attract a new and diverse audience, increasing its revenue and expanding its footprint in the entertainment industry.
Media Strategy and Partnerships
The PBA’s media strategy is a critical component of its growth plan. The organization has partnered with major media companies, including CBS Sports, Paramount+, and The CW, to increase its media presence and reach a wider audience. The 2026 season will feature more behind-the-scenes access and personality-led storytelling, with the PBA taking best practices from other sports that have successfully showcased their athletes’ personalities and personal lives in media coverage. By providing fans with a more immersive and engaging experience, the PBA aims to increase its fan base and attract new viewers to the sport.
Growth and Expansion
The appointment of Peter Murray and the transformation of Lucky Strike’s venues are part of a broader strategy to grow the sport of bowling and expand the PBA’s global footprint. Murray believes that the future of bowling lies not only on the lanes but also across screens, platforms, and unforgettable in-venue experiences. By reimagining how fans experience and engage with the sport, the PBA and Lucky Strike Entertainment aim to develop new intellectual property, innovative formats, and usher in the next generation of players and future champions. The company’s goal is to create a global bowling community that is connected, engaged, and passionate about the sport.
Conclusion and Future Outlook
The bowling business is on the cusp of a significant transformation, driven by the vision and leadership of companies like Lucky Strike Entertainment. With the appointment of Peter Murray as CEO of the PBA and head of media for Lucky Strike, the company is well-positioned to achieve its goal of becoming a major player in the entertainment industry. By transforming its venues, developing a robust media strategy, and partnering with major media companies, the PBA and Lucky Strike Entertainment are poised to grow the sport of bowling, increase its appeal, and expand its global footprint. As the entertainment industry continues to evolve, it will be exciting to see how the bowling business adapts and innovates to meet the changing needs and preferences of its audience.
