The Rise and Fall of Bowling’s Financial Standing

Written By: Keith Spear | Written On: Thursday, February 13, 2025 | Updated On: Friday, February 14, 2025

The Rise and Fall of Bowling’s Financial Standing

Bowling’s decline in earnings compared to other professional sports is a complex issue rooted in several key factors, including media exposure, sponsorship opportunities, economic shifts, and changing cultural interests. While professional bowling once thrived—outpacing professional golf in the 1960s and producing the first athlete to sign a million-dollar endorsement deal (Don Carter)—several factors contributed to its reduced financial standing today.

During the 1950s and 1960s, bowling was one of the most-watched sports in the U.S. The Professional Bowlers Association (PBA) had regular television coverage on major networks, and events such as the Firestone Tournament of Champions were appointment viewing. At its peak, ABC’s "Pro Bowlers Tour" drew millions of viewers every weekend, providing bowlers with high visibility and making sponsorship deals lucrative.

However, the decline in television ratings and the shifting media landscape in the 1980s and 1990s led to a downturn in bowling’s mainstream popularity. While sports like the NFL, NBA, MLB, and PGA Tour secured long-term TV contracts with major networks, the PBA struggled to maintain consistent, high-profile television exposure.

It’s ironic that bowling, which once out-earned professional golf, has fallen so far behind. The PGA Tour has seen exponential financial growth, while the PBA has struggled. Several factors contributed to this divergence:

It’s difficult to assign blame to a single party, but multiple factors contributed to bowling's financial struggles:

The PBA has taken steps to revitalize interest, including deals with FOX Sports, live streaming options, and increased social media presence. The rise of two-handed bowling stars like Jason Belmonte has also attracted younger fans. However, without major corporate investment and long-term TV contracts, it remains challenging to bring the sport back to its former financial prominence.

Bowling's best hope for resurgence lies in increased sponsorship, better media deals, and expanding its audience through digital platforms. If these factors align, the sport could experience a financial comeback in the future.

The United States Bowling Congress (USBC) and Its Role

The United States Bowling Congress (USBC) plays a significant role in the governance of bowling, particularly in maintaining standards for the sport. However, its impact on professional bowling’s growth is a mixed bag—some of its policies have helped the sport, while others may have hindered its progress.

Ways the USBC Has Hindered Professional Bowling’s Growth

 

Lack of Direct Support for Professional Bowling

• The USBC primarily focuses on amateur and league bowling, and while it oversees rules and standards, it does not prioritize the professional side of the sport.
• The PBA (Professional Bowlers Association) and USBC are separate entities, meaning there isn’t a fully unified effort to promote professional bowling.
• Other governing bodies in major sports (like the USGA in golf) actively work with professional organizations (PGA Tour) to elevate the sport at all levels.

Equipment & Lane Restrictions Driving Away Interest

• The USBC has implemented regulations that some believe have negatively impacted the sport:
• Oil pattern regulations & lane conditions—Stricter requirements have made some aspects of competitive bowling less entertaining for casual viewers.
• Bowling ball regulations—The urethane ball ban and recent equipment restrictions have been controversial, with some arguing that they create unnecessary instability in the sport. Referring to only traditional urethane bowling balls manufactured prior to August 1, 2022. Professional bowlers competing on the PBA National Tour must now use urethane bowling balls only if they are manufactured after August 1, 2022.
• The crackdown on certain ball hardness rules has frustrated both pro and amateur bowlers, leading to some confusion and less manufacturer involvement.

Lack of Innovation in Promoting the Sport

• The USBC has been slow to adapt to modern sports marketing trends that could help bring bowling into the mainstream.
• Golf, esports, and even pickleball have embraced social media, influencer partnerships, and creative event formats, while bowling lags behind.
• The declining USBC membership over the years reflects a lack of engagement, particularly with younger generations.

Ways the USBC Has Helped Bowling

 

Standardizing the Game & Protecting Integrity

• The USBC ensures that professional and amateur bowling follows consistent rules, preventing major discrepancies in lane conditions and equipment usage.
• Their governance prevents certain manufacturers or centers from unfairly influencing competitive results.

Hosting Major Amateur Events That Feed into Pro Bowling

• Events like the USBC Open Championships and USBC Masters give amateur bowlers opportunities to compete at a higher level, potentially leading them to join the PBA Tour.

Maintaining Collegiate and Youth Bowling Programs

• The USBC supports youth bowling, which helps create a pipeline for future professional players.
• Programs like Junior Gold and collegiate scholarships help sustain interest in the sport.

Final Verdict: Has the USBC Hindered Professional Bowling?

While the USBC hasn’t actively killed professional bowling, it has failed to aggressively promote or grow it. By focusing on governance rather than innovation, it has indirectly hindered the sport’s visibility. Its equipment and lane restrictions have also caused unnecessary pushback. However, the USBC still plays an essential role in maintaining order and fairness in competitive bowling.

Could it do more? Absolutely. If the USBC took a more active role in promoting pro bowling, collaborating with the PBA, and modernizing the sport’s image, bowling could see stronger growth.