If TV viewers, sponsors and bowling industry do not step up to the plate then the PBA may disappear since owners say they will not tolerate any more financial losses

If TV viewers, sponsors and bowling industry do not step up to the plate then the PBA may disappear since owners say they will not tolerate any more financial losses

By Dick Evans

The new Professional Bowlers Association is facing an old problem - money - in its make–or-break season that begins at the end of the month. The deal is this: the three Microsoft executives who bought the money crippled PBA in 2000 have run out of patience and money.

"Ownership is resolute in its unwillingness to continue funding losses," said Fred Schreyer commissioner and CEO of the PBA, which has lost money for six straight seasons.

That adds up to a staggering loss - an estimated 25 to 30 million American dollars. But Schreyer is optimistic.

"In the absence of any unexpected developments we will at least get to the break even this season. We will do so by continuing to carefully manage our expenses and increase revenues in the areas of sponsorship and licensing," he said.

It also would help immensely if America’s 2.5 million sanctioned league bowlers tune in to the Sunday ESPN telecasts to help boost TV ratings for the Sunday TV shows that run through March 30. Ditto for all the 3,400 bowling centers across America, each of which features from one to 40 TV sets.

Schreyer does not think the owners - Chris Peters, Mike Slade and Bob Glaser - are putting any extra pressure on the PBA staff to break even this season.

"Any pressures are self imposed," Schreyer said. "Management of the business is left to me and our staff.

"We regularly engage in discussions with potential new sponsors. At any given point in time there are always a few deals in development."

Despite his busy schedule, Schreyer agreed to answer a few questions that follow:

QUESTION: "Do you think umbrella tour sponsor Denny's will opt for a new three-year contract based on your best guess at this time?"

ANSWER: "Our relationship with Denny’s has been outstanding. All indications are that Denny’s is pleased with the return it has received on its investment with the PBA. We have not yet begun formal renewal discussions with Denny’s, at least in part due to the recent change in senior management at Denny’s. We expect, however, that those discussions will begin shortly. Our deal with Denny’s extends through 12/31/08."

QUESTION: "Do you think that adding four women's side tournaments to the regular tour has created any new interest and is there any chance that the female who accumulates the most money or points in the four tour stops (November 4, 11, 18 and December 2) could be added to the Tournament of Champions in January?"

ANSWER: "I certainly think the addition of the PBA Women’s Series and all the other exciting things going on in women’s bowling are creating a buzz and drawing attention to the sport. Beginning with the publicity that Kelly Kulick received last year as the first exempt female on the Denny’s PBA Tour and continuing this year with the return of the Women’s U.S. Open and the growing number of women winning PBA regional titles, there is no question but that women’s bowling is back in the public eye. We think that our broadcasts this fall will benefit from this trend. As for the Tournament of Champions, the process for selecting the field for this prestigious event is set for this season, but your question raises an interesting suggestion and is something that we will look at for the future."

QUESTION: "How do you think the PBA’s new policy in deciding its Player of the Year will go over with the public?"

ANSWER: "With two of our four majors late in the season, it is unlikely that anyone will run away with Player of the Year. However, if that were to happen it would mean that some player was enjoying a dominant year and making regular appearances on our telecasts, which would give the more casual bowling fan a face and name with which to associate the sport. This we believe would be a good thing for the PBA and the sport. History would suggest, though, a tight Player of the Year race and we like the fact that it will build over our telecasts to a dramatic conclusion at our final event, the U.S. Open.

QUESTION: "Is ESPN going to give the PBA more commercial spots to advertise the tour and hopefully help the ratings, which have been stagnating the past two years?"

ANSWER: "We will be introducing a new promotional campaign on ESPN this year and we will be running the same number of promotional spots as we did last season. We will continue to work with ESPN to place a priority on when the spots air as we believe placement at this point is every bit as important as quantity. We are fortunate to have a dedicated programming team at ESPN that values the place bowling enjoys at the network and continuously works on our behalf within ESPN to upgrade the profile of the PBA and our sport."

You have to respect Fred Schreyer’s candid comments and cheer for the PBA this season.