Nexstar Media Group Partners with PBA to Revitalize Bowling Programming on The CW

Nexstar Media Group Enhances Sports Programming with PBA Tour Partnership

Nexstar Media Group's The CW Network announces an exciting partnership with the Professional Bowlers Association (PBA) to broadcast the 2026 PBA Tour schedule, marking a significant step in expanding the network's sports programming. This collaboration aims to reshape how professional bowling is presented to audiences, particularly targeting younger and more diverse demographics. Beginning February 22, 2026, "PBA Championship Sundays on The CW" will provide 20 hours of live coverage over ten consecutive Sundays, showcasing a variety of major championships, including the PBA Players Championship and the prestigious PBA Tournament of Champions.

The initiative reinforces The CW’s commitment to enhancing viewer engagement through a simplified schedule and enriched storytelling around the sport of bowling. Lev Ekster, President of Lucky Strike Entertainment, emphasizes that this partnership signifies a transformative phase for bowling, positioning it not just as a competitive sport but also as an entertainment spectacle. By bringing the PBA Tour into homes across the nation, the collaboration intends to elevate the status of bowling, making it more accessible and appealing to a broader audience. The schedule includes four major championships, such as the U.S. Open and USBC Masters, alongside special events that honor bowling legends, which are designed to create a compelling narrative around each broadcast.

Mike Perman, Senior Vice President of Sports at The CW Network, highlights the network's pride in becoming the home of bowling, aiming to foster connections with a new generation of fans. This initiative is expected to significantly boost the visibility and popularity of bowling in America, with supplementary content available through BowlTV and the PBA's social media platforms. The focus on live qualifiers and match play rounds before the main broadcasts is geared towards fostering a deeper connection with fans, providing them with a comprehensive viewing experience that extends beyond the championships themselves.

In conjunction with the new programming, Nexstar’s strategic move to partner with the PBA aligns with its broader objective to diversify its sports offerings and attract a younger viewership. This initiative not only reinforces The CW Network's position within the sports broadcasting landscape but also highlights the network's innovative approach to engaging with audiences in an evolving media environment.

The partnership between Nexstar Media Group and the PBA represents a forward-thinking approach to sports broadcasting, aiming to revitalize interest in bowling and create a vibrant community of fans. By leveraging modern storytelling techniques and enhancing viewer engagement, this collaboration sets the stage for a new era in professional bowling entertainment.