PBA Communications
The Professional Bowlers Association has partnered with World Bowling Tour (WBT) Sweden, a Swedish bowling organization, to create PBA Sweden, bringing PBA Regional Tour events to the Scandinavian country.
PBA Sweden follows the PBA Japan partnership that began in 2014 and was relaunched last summer.
The first PBA Sweden event will be held Feb. 1-2, 2025 at RC Bowling in Jönköping, Sweden.
“Sweden is proud to have a big presence on the PBA Tour,” Robert Andersson, Sweden’s national team coach, said. “We know that you have to bowl against the best to have a chance to become the best. We hope and think that this cooperation will make the PBA Tour more accessible for our players and that they will be more prepared for what is to come when going to the PBA. Our goal is to have one of the best national teams in the world and we see the PBA as the best place to develop competition skills.”
“Similar to Japan, Sweden has a very strong bowling program, its leaders are trusted advocates of the sport and its players have made a strong impact on the PBA Tour, particularly during the history of the PBA World Series of Bowling,” PBA Tour Commissioner Tom Clark said. “We are proud to partner on PBA Sweden, broadening and strengthening the global impact of the PBA, while helping to inspire more people around the world to get involved with competitive bowling, PBA style.”
Four PBA tournaments will be held in Sweden in 2025, culminating with the Storm Lucky Larsen Masters (SLLM), the lone national title event of the four.
Jesper Svensson won the SLLM last season, but the most accomplished Swede in PBA history is far from the country’s only successful player. Eight Swedish players, including Svensson and fellow exempt player Kim Bolleby, cashed in 2024 PBA Tour events.
Among those eight players was longtime touring player Martin Larsen, who the SLLM is named after.
Larsen, who twice was voted the Steve Nagy Sportsmanship award winner, helped put WBT Sweden’s partnership together with the PBA.
“To have the chance to bowl and win on the PBA Tour is the ultimate goal for many bowlers, but it’s very, very tough to get there,” Larsen said. “PBA Sweden will be a great step towards that chance for Swedish players! I wish PBA Sweden was there 15 years ago!”
The winners of each of the three PBA Sweden regional events will receive an international invitation to the PBA World Series of Bowling XVII in 2026 and a spot in the Final Step 1 round of the 2025 SLLM.
Points will be tabulated across all four PBA Sweden events. The top point-earner and senior point-earner will receive an invitation to the 2025 PBA Regional Players Invitational.
The top three overall point-earners will receive a berth in PBA Tour Trials, in which they will compete for an exempt berth on the 2026 PBA Tour.
NEW SPONSORS JOIN TOUR
The PBA announced two new sponsors for the 2025 Tour season.
John’s Crazy Socks will become the official athletic sock of the PBA Tour as part of a sponsorship agreement for the 2025 season. The official PBA licensed socks will be available for purchase in-person at PBA Tour events through PBA’s merchandise partner H5G and on John’s Crazy Socks website.
Founded in 2016 by John Cronin, a young man with Down syndrome, and his father Mark, John’s Crazy Socks has become the global leader in sock sales, offering more than 4,000 socks.
“I am so excited to work with the PBA,” John Cronin said. “It is a great sport and our socks will help bowlers express their personalities and love for the game.”
More than half of the company’s employees have a differing ability and every package receives a thank you note from John himself and some candy.
John’s Crazy Socks has an extensive Giving Back program that donates five percent of its earnings to the Special Olympics and proceeds from more than 35 select socks help raise funds for charities related to the sock’s design.
In total, the company has raised more than $800,000 for their charity partners, including over $150,000 to Special Olympics New York.
In addition, Owen’s Craft Mixers will be the official mixer of the Tour as part of a sponsorship agreement.
Owen’s will receive naming rights for the PBA Owen’s Illinois Classic which will be held Feb. 3-8 at Bowlero Vernon Hills in Vernon Hills, Ill.
Josh Miller and his brother-in-law, Tyler Holland, founded the Portland, Maine-based company in 2016. Miller named the company after his great, great grandfather Owen Woods.
“At Owen’s, we’re always looking for ways to bring people together around fun and memorable experiences,” Miller said. “Partnering with the PBA aligns perfectly with our mission to infuse energy and excitement into every event we’re part of. Bowling is a sport that brings fans together in a way that’s both competitive and celebratory, and we’re thrilled to help elevate that experience with our mixers.”
In addition to naming rights, Owen’s will be integrated into the PBA Tour through a sponsored element during the PBA Owen’s Illinois Classic telecast, branded digital media promotions and fan activations.
“This partnership represents a perfect match,” PBA Commissioner Tom Clark said. “Quality, family values, social connections and great fun define Owen’s and bowling, and we are excited to work together.”