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Bowling CEO Joins Football League as Consultant

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  Published in Media and Entertainment on Wednesday, January 28th 2026 at 9:22 GMT by The Hollywood Reporter
      Locales: California, Texas, Pennsylvania, UNITED STATES

January 28th, 2026 - Peter Murray, the architect of significant growth at the Professional Bowlers Association (PBA) Lick Strike, is making an unexpected transition from the lanes to the gridiron. Murray, stepping down as CEO after a six-year run, will join the Premier Football League (PFL) as a consultant, bringing his expertise in broadcasting, fan engagement, and data analytics to the burgeoning indoor football league.

The announcement, made earlier today, signals a clear intention by the PFL to elevate its profile and attract a wider audience. While seemingly disparate worlds, the core principles of engaging fans and maximizing media reach are surprisingly transferable between professional bowling and professional football - even the indoor variety. Murray's tenure at the PBA was defined by a proactive approach to the evolving media landscape. Recognizing the shift in viewership habits, he spearheaded the launch of PBA Bowling Plus, the association's dedicated streaming service. This move not only provided fans with 24/7 access to bowling content but also gave the PBA greater control over its distribution and revenue streams.

Jeff Novak, founder and CEO of the PFL, hailed Murray's appointment as a strategic win for the league. "Peter's experience in broadcasting, particularly live sports, and his understanding of fan engagement, will be invaluable as we continue to build the PFL brand and reach a broader audience," Novak stated. The PFL, established as a more dynamic and fan-focused alternative to traditional arena football, faces the challenge of carving out its own niche in a crowded sports market. It's aiming to shake off perceptions of indoor football as a second-tier product and establish itself as a legitimate entertainment option.

Murray's role won't be about implementing bowling strategies on the football field. Instead, his focus will be firmly rooted in understanding what motivates fans and how to deliver content that resonates with them. Specifically, the PFL is placing a heavy emphasis on data-driven decision-making. Murray will be tasked with analyzing consumer and fan behavior to optimize broadcast schedules, marketing campaigns, and even the in-game experience.

"We're not just looking to fill seats; we're looking to build a community," explains Sarah Chen, PFL's Head of Marketing. "Peter's ability to translate data into actionable insights will be crucial in understanding what our fans want and delivering it to them effectively. We've seen successful data integration in other sports, notably the NFL and NBA, and we believe there's a huge potential for growth here."

Industry analysts believe the move is a smart one for both parties. Murray gains an opportunity to apply his skillset to a new sport with significant growth potential, while the PFL benefits from a proven leader with a track record of innovation. The success of PBA Bowling Plus demonstrates Murray's ability to build a direct-to-consumer platform, something the PFL is also considering as part of its long-term strategy.

"The biggest challenge for indoor football has always been visibility," says sports commentator Mark Thompson. "The PFL has a good product on the field, but getting it in front of a wider audience requires a sophisticated marketing and broadcasting approach. Peter Murray is exactly the type of person who can deliver that."

Murray is scheduled to begin his consultancy work in March, giving the PFL ample time to integrate his insights before the start of the next season. He expressed his enthusiasm for the opportunity. "I'm excited to see what the future holds for the PFL, and I'm looking forward to the opportunity to help them achieve their goals," he said. The transition from pins to pigskins may seem unusual, but Peter Murray is betting that the principles of building a dedicated fanbase remain the same, regardless of the sport.