After hitting a peak in the 70’s, the PBA spent almost 3 decades in a tailspin. Without alienating their niche fans, the PBA needed to broaden the appeal of the league. We hung out with a lot of fans. Attended events. And did a lot of bowling. Our exploration helped the PBA realize that bowling was more of a skill than a sport. So instead of going head-to-head with the NFL and NBA, we repositioned the PBA as the sport of craftsmen. As a result, $7 million of new sponsorships from companies like Ace Hardware, Denny’s and Geico came rolling in and ratings in advertised markets rose 46%.