Former PFL CEO Pete Murray has stepped into a new role with the Professional Bowlers Association [PBA] at a key time. The league continues to push for growth as it looks to reach new fans and expand its media presence.
After his departure from the PFL, Murray was named the new CEO of the PBA. In this new chapter, Murray plans to focus on innovation, fan access, and long-term growth for professional bowling.
Heavy Sports’ Giancarlo Aulino spoke with Murray about his venture with PBA. He outlines his goals for the league, PBA USA vs. The World, which takes this Saturday, and the lively atmosphere at PBS events.
Pete Murray on PFL Exit and New Venture as PBA CEO
GA: Can you talk to us a little bit about leaving the PFL and how that all came about?
PM: It was an incredible eight years. I was the founding CEO of PFL, building it from the ground up and into the bona fide No. 2 in the world, a global sports property and in a dynamic sport. I’m really proud of what we built and I decided to step down and into a new sport.
GA: Why PBA?
PM: There’s a real resurgence underway with the sport and the opportunity to work with an incredible founder and Lucky Strike Entertainment. I’ve been following the sport, and it was just great timing. I was ready to take on a new challenge and opportunity. This ticked all the boxes.
How sports fans and consumers engage with sports and sports properties here in the U.S. and around the world. And so, we’ll be creating new formats, big events, expanding distribution, as well as our footprint outside the U.S.
GA: It sounds like you’re building a big fight with these new formats.
PM: Haha, fighting doesn’t always happen in the cage, my man.
Murray on PBA Attracting a Younger Demographic
GA: Has anything surprised you since becoming the CEO of PBA?
PM: I will say historically, the PBA didn’t spend as much time unlocking these characters. But you’ll see on the broadcast coming up on Saturday on CBS, we’re going behind the scenes more. We’re talking to the athletes, we’re actually letting them share their personalities. And so, that’s the real focus of the PBA going forward since I joined, is access and storytelling.
Bowl to Bowl premiered a month ago. It’s every Monday night, new episode drops and its incredible storytelling. A24, it was their first foray into sports documentary storytelling. So, we’re proud of having Ben Stiller on board, A24 on board, and Liev Schreiber as the narrator.
GA: When speaking with other brands, have you found there to be more of an educational process?
PM: [CW] has done a terrific job promoting PBA within NASCAR, their college sports, and other entertainment that they have on their network. [Last Sunday], we delivered 440, 000 live viewers. And we have growth among males 25 to 54 and we’re getting younger.
We are engaging a much younger fan base and how we’re dialing more personality and culture into the brand, influencers coming into the mix. It’s been fun.
GA: For those tuning in or even attending for the first time, how you describe the atmosphere?
PM: These events are primarily for TV. You have 500 fans at incredible bowling venues across the country. So, it’s intimate, it’s loud, fans are highly engaged in every move of each of the bowlers.
Murray’s Proposal for Jon Jones and Francis Ngannou
GA: Looking forward to seeing this, Pete. I wish you all the success with this venture.
PM: I have one more you, man. So if Jon Jones and Francis Ngannou are not destined because of circumstances to throw down in the cage, it can all go down in the lane. That’s all I’m saying.
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