Peter Murray Named CEO of Professional Bowlers Association

Longtime sports executive Peter Murray has been named the new CEO of the Professional Bowlers Association and the head of media for Lucky Strike Entertainment, which owns the PBA.

Murray most recently had been the founding CEO of the Professional Fighters League since 2018, and had previous roles at Under Armour, William Morris Endeavor and the NFL.

“I’m a builder,” Murray told SportsTravel in an exclusive interview. “I look at this as a growth opportunity.”

The attraction of the new role was the chance to “reimagine a sport and grow it globally,” Murray said, citing the 70 million people who bowl each year, a number three times bigger than basketball or golf. “The goal is to expand our presence across linear, social and digital. We’ll create new formats and new intellectual property for fans to engage with.”

Murray also plans to take advantage of Lucky Strike’s 360 bowling centers across the country, which draw 40 million visitors a year. “How we bring those worlds together is a real compelling opportunity along with infusing celebrity into the sport,” he added, promising “much more involvement in the world of entertainment.”

The new PBA season coincides with the start of a new media rights agreement with The CW, which will air final-round coverage on 10 consecutive Sundays starting February 22. Starting in April there will be coverage on CBS and Paramount+.

The plan will be for Lucky Strike Entertainment to serve as an extension of the PBA, including athlete-engagement opportunities, watch parties and exclusive content.

Though he didn’t offer specifics, Murray said he will, “create new formats and new IP for fans to engage with.”

In a statement, Lucky Strike founder and CEO Thomas Shannon said Murray’s hiring, “reflects our 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.”