Peter Murray has been named as the new chief executive of the Professional Bowlers Association (PBA) after recently ending his long stint with the Professional Fighters League (PFL) mixed martial arts promotion.
In addition, he will also serve as head of media for the PBA’s parent company Lucky Strike Entertainment, the US ten-pin bowling venue operator.
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In his dual role, Murray 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.”
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 organization stated that the 2026 PBA Tour will be central to this vision, as it will feature expanded behind-the-scenes access, personality-driven storytelling, and new digital and social formats.
In his role as head of media for Lucky Strike Entertainment, Murray will be tasked with “unlocking the full potential” of the company’s more than 360 destinations in the US.
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By GlobalDataThese venues will serve as “physical extensions” of the PBA — providing a place for fans to watch live broadcasts, engage with athletes, experience exclusive content, and participate in leagues, watch parties, and cultural events.
Thomas Shannon, founder and CEO of Lucky Strike Entertainment, said: “We are entering a new chapter for both the PBA and 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.”
Murray announced his departure from PFL earlier this month after almost a decade with the organization.
As founding CEO of PFL, Murray played a key role in the growth of the league and established it as the second-largest MMA promotion.
His career has also included executive leadership roles at sportswear brand Under Armour, the WME agency, and American football’s NFL.
On his new role, he said: “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.
“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.”
The PBA Tour’s lineup of events in 2026 will be broadcast live across its new media partners in the US. National commercial TV network The CW will begin its coverage on February 22 with the first of four majors across 10 consecutive Championship Sundays.
Starting April 4, PBA coverage will expand with live broadcasts on CBS and Paramount+, including the PBA World Championships Finals. CBS Sports will provide more than 35 hours of PBA Tour coverage.
