PBA names Peter Murray as CEO
The Professional Bowlers Associationhas named Peter Murray as itsnew Chief Executive Officer, with Murray also taking on the role of Head ofMedia forLucky Strike Entertainment,the organization that owns the PBA. The Professional Bowlers Association Peter Murray Lucky Strike Entertainment The move places long-term strategy, media development, and audience growth atthe center of the PBA’s next phase. Rather than focusing only on competitionstructure, the appointment points toward a broader effort to modernize howprofessional bowling is presented, packaged, and consumed. Who is Peter Murray? Murray arrives from theProfessional Fighters League,where he served as founding CEO and helped turn a start-up MMA promotion into aninternationally distributed sports property. Under his leadership, the PFLsecured major broadcast partnerships, expanded globally, and built its brandaround storytelling, athlete visibility, and season-long narratives. Professional Fighters League Before that, Murray held senior roles across the sports and media landscape,including executive positions at the National Football League,William Morris Endeavor,Under Armour, and Insignia Sports. His career has consistently focused on theintersection of sport, media rights, branding, and fan engagement. That background matters, because it suggests the PBA’s priorities are shiftingbeyond the lanes. Importance for the PBA The PBA is already heading into a big transition. Starting in 2026, the tourmoves into a new TV era withcoverage on The CW Network.With Murray in charge, the focus clearly shifts toward how the sport ispackaged for viewers. coverage on The CW Network With a new CEO whose expertise lies in understanding how media, live experiences, and community intersect, fans can expect more behind-the-scenes access, a stronger focus on personalities, and more player-driven storytelling. The appointment suggests the PBA wants to feel more modern, more visible, and easier to follow for fans who don’t already watch every week. Lucky Strike’s bigger picture Murray will also become the Head of Media for the Lucky Strike Entertainment. The idea is to connect pro bowling more closely with everydaybowling. Watching shows, following players, and engaging with the tour couldbecome part of the in-center experience, not just something you see on TV. If it works, it could help close the gap between casual bowlers and theprofessional game. A cautious but interesting step Lucky Strike and the PBA are betting that the next phase of growth comes frombetter stories, better exposure, and stronger connections with fans. Now the real question is simple: can they deliver on it?