Key Takeaways:
- Peter Murray has been appointed as the new CEO of the Professional Bowlers Association (PBA) and Head of Media for Lucky Strike Entertainment.
- Murray’s appointment marks a new era for the PBA and Lucky Strike Entertainment, with a focus on growing the sport of bowling and creating immersive media experiences.
- The PBA will feature expanded behind-the-scenes access, personality-driven storytelling, and new digital and social formats to deepen fan connection.
- Lucky Strike Entertainment will transform its venues into dynamic hubs for live sports, culture, and fan engagement, with live broadcasts, exclusive content, and cultural events.
- The 2026 PBA Tour will feature live broadcasts on The CW, CBS, and Paramount+, with a focus on modernizing the sport and spotlighting its athletes.
Introduction to New Leadership
The Professional Bowlers Association (PBA) and Lucky Strike Entertainment have announced the appointment of Peter Murray as the new CEO of the PBA and Head of Media for Lucky Strike Entertainment. This move marks a significant moment in the evolution of the PBA and Lucky Strike Entertainment, as both organizations look to the future of sports, storytelling, and location-based entertainment. Murray’s dual role will oversee the global growth of the PBA while shaping a next-generation content and cross-platform media strategy that transforms Lucky Strike and its venues into dynamic hubs for live sports, culture, and fan engagement.
Background and Experience
Murray joins the PBA and Lucky Strike Entertainment from the Professional Fighters League (PFL), where he was the founding CEO and played a key role in redefining MMA and building PFL into a global mainstream sports property. Throughout his career, Murray has operated at the intersection of sport, media, and fandom, building leagues, growing global brands, scaling audiences, and creating cultural relevance. His experience includes executive leadership roles at Under Armour, Insignia Sports, William Morris Endeavor (WME), and the National Football League.
Vision for the PBA and Lucky Strike Entertainment
Murray’s arrival comes at a pivotal point for the PBA, and his appointment reflects the organization’s belief that the future of bowling lives not only on the lanes but across screens, platforms, and unforgettable in-venue experiences at Lucky Strike locations around the world. As CEO of the PBA, Murray will lead a media and growth strategy designed to modernize the sport, spotlight its athletes, and deepen fan connection. The 2026 PBA Tour will feature expanded behind-the-scenes access, personality-driven storytelling, and new digital and social formats that meet fans where they are.
The 2026 PBA Tour
The PBA Tour’s lineup of marquee events in 2026 will be broadcast live across the PBA’s new premier media partners in the U.S. PBA on The CW launches Sunday, February 22 with the first of four majors across 10
