For most Americans, when thinking about turning on the tube to watch sports, bowling probably isn’t the first option that comes to mind. While there are 67 million people who bowl at least once a year, only a fraction of that number are avid bowlers and only a fraction of that number are likely willing to set aside the time to watch the sport on TV. But for those extreme bowling fans who need their fix, FloSports just became a bit more attractive.
The sports streaming service, which focuses on niche activities like weight lifting, Rodeo, marching, demolition racing, is now adding bowling to its content line up. The streamer has announced a new deal with the Professional Bowlers Association (PBA) that will see over 40 bowling events a year stream on the platform.
Under the agreement, FloSports will launch FloBowling.com, a new site where fans can access PBA’s Xtra Frame for live and on-demand PBA coverage and more. The site will offer fans access to professional competition, breaking news, highlights, and original documentaries. As part of the new partnership, Xtra Frame subscribers will have their monthly or yearly subscriptions automatically transferred to a FloSports PRO subscription at no cost. Subscribers will continue to pay their current rates and, as a bonus, will gain access to FloSports’ extensive variety of sports channels.
In addition to live streaming PBA events, FloBowling will also have international rights for all Xtra Frame linear events, as well as video-on-demand streaming of Go Bowling! PBA Tour telecasts one week after they air on their respective networks, including CBS Sports Network, FOX Sports and FS1.
“We’re thrilled to announce our partnership with the PBA and we’re excited to elevate coverage of the sport,” FloSports SVP, Global Rights Acquisition Phil Wendler said. “Our focus is to make this a win for bowling fans around the world through considerable investments, including enhanced production, original documentaries, athlete profiles, breaking news, behind-the-scenes access and more.”
The news comes on the heels of FloSports acquisition of the Rugby Channel. Under the agreement, the streamer now has ownership to the rights to all matches previously under the channel, bringing 51 new competitions annually to FloRugby.com.
By focusing on niche sports, which don’t get much broadcast time on mainstream channels like ESPN or Fox Sports, FloSports is able to offer an attractive offering to underserved fans, all without having to worry about competition from sports-focused networks or streaming services like Fubo TV. It’s the focus on events beyond football, basketball, and baseball that has helped the company double its net cash from subscriptions year-over-year and has driven up to 30,000 new subscribers to the platform per month, according to co-founder of FloSports Martin Floreani.