The bowling business is seeking a bigger piece of the entertainment business.

Lucky Strike Entertainment says that it has hired Peter Murray to serve as the CEO of the Professional Bowlers Association, as well as head of media for Lucky Strike, as the sport pursues a broader push into popular culture.

Murray joins from the mixed martial arts promotion Professional Fighters League, where he was founding CEO.

At Lucky Strike, he will lead the PBA, which is the de facto governing body of the sport of bowling and its professional competitions. And he will be tasked with transforming Lucky Strike Entertainments 360 venues into immersive, always-on entertainment environments. These venues will serve as physical extensions of the PBA places where fans can watch live broadcasts, engage with athletes, experience exclusive content, and participate in leagues, watch parties, and cultural events that blend sport, nightlife, and media, the company says.

With experiential entertainment projected to surge over the coming years, Lucky Strike wants to position itself as a leader in the space, combining bowling with other entertainment elements. In media, the PBA counts CBS Sports and Paramount+ as well as The CW as media rights partners.

The 2026 season will also feature more behind-the-scenes access and personality-led storytelling, with the PBA taking best practices from other sports that have had success by letting their athletes show a bit more about their personalities and personal lives in the media coverage.

I am honored to lead the Professional Bowlers Association at such a transformative moment not just for bowling, but for how sports live within culture, says Murray. Together with Lucky Strike and our partners we have an opportunity to grow the sport, elevate PBA and expand its footprint around the world. This is about reimagining how fans experience and engage in sport across all platforms while developing new IP, innovative formats and ushering in the next generation of players and future champions.

We are entering a new chapter for both the PBA and Lucky Strike Entertainment, adds Thomas Shannon, founder and CEO of Lucky Strike Entertainment. Pete Murray brings visionary leadership and a deep understanding of how media, live experiences, and community intersect. His appointment 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.