CHAPTER 5. BUILDING ARELENA The Professional Bowlers Association (PBA) Association ter thirty-three founding members, although 1958 in Akron, Ohio, by Eddie Elias members the first hundred members were considered char nd its first televised tournament, off with a bang 1959 three a major feature on pot Bowling. During the 1960s, 197os, and 1980s bowling three of the thirty-four national bowling with 1979.at its In 1980, True Value tournaments were televised on either ABC, CBS, or ESPN Hardware became a major American bowler to qualify sponsor and Willie Willis became the first African sport followed and for the Firestone Tournament of Champions Bowling had become a In the 1990s played by consumers was the decline seen in television viewers, but bowling began its decline. Not only bowling alleys struggled to turn a profit as consumers sought other sports. The popularity of bowl- ing had In Few faded. 1997 the Pro Bowler Tour with ABC came an after to other more bowling events were seen on television, and result sponsors quickly fled lucrative sports. April 2000, former Microsoft executives Chris Peters, Mike Slade, and Rob Glaser purchased the PBA, turning it into a for-profit business. The new owners had a number of challenges to overcome, from attracting new sponsors to changing the image of the sport. The im- age of pudgy, oking bowlers was revamped to look more like a first-class sports league, with slick bowling alleys, live music, and cheering fan New televi To obtain sponsors, Peters knew they had to obtain television interest. sion contracts were negotiated with ESPN. Then new sponsors, such as Lumber Liqr uidators, were solicited. What is unique about Lumber Liquidators is that they do not the specialized pine, synthetic boards used in bowling alleys. But,they do sell flooring, and association with bowling created a clever way to tout the flooring business. ouring the 2000s television audience for professional bowling averaged the of nited States cable households, or ximately 1 million viewers. It wasn't 2 to 3% PBA had it appro to keep afloat and attract more was large gh Corral, and Brunswick. ponsors such as Budweiser. GEICo. RVing, Golden be PBA huge break terms interest Champions. She the became the first female to the Tournament With interest, Chris Barnes, o the world's best bowlers, 265 to 195. million. of the PBA shifted ey to Las Vegas. Inste th a purse of $1 onal attention. total k won in 2010, the top prize owners felt it was worth the risk