Bowling Throws a Strike

American Demographics, July, 1998 by Lisa Krakowka

Odds are very high that you've participated in one of the most popular sports in the U.S.-bowling. More than 53 million Americans laced up their rental shoes and spent time aiming for the pins in 1997, according to a survey conducted by American Sports Data, Inc. That's 8 million more people than played basketball and about 30 million more than those who jogged to stay fit.

The second most popular sport in the U.S. is basketball, followed by free weights and billiards. The more traditional sports of football, soccer, and tennis all rank in the low 20s (out of 60 sports and activities) on the popularity scale.

The Sporting Goods Manufacturers Association (SGMA) reports that sales of bowling products totaled $215 million in 1997, about the same as in 1996. The popularity of bowling has grown for several reasons, according to Mike May, director of communications for the SGMA. Many bowling alleys have recently been remodeled, there are new innovations in the technology of both balls and lanes, and bowling is an indoor sport unaffected by weather. "It's more attractive than it used to be," he says. "Not only is it a sport that you can play individually or in teams, but there are more places to play. . . . It's sort of the opposite of the problem baseball is having with the lack of non-organized games and fields." May also credits computerized scoring with the surge in popularity.

Bowling is also getting help from the inside. Several big-name bowling organizations such as the American Bowling Congress, the Young American Bowling Alliance, and the Women's International Bowling Congress have been working with manufacturers to fund a program called Strike Ten Entertainment. Recently, Strike Ten received more than $2 million in donations earmarked for the development of marketing and advertising programs to promote the sport and help overcome problems like poorly equipped lanes and a decline in league players.

For information on American Sports Data's annual study of 60 sports and activities in 15,000 households, contact Harvey Lauer, 234 North Central Avenue, Hartsdale, NY 10530; telephone (914) 328-8877, or contact Mike May at the SGMA, telephone (561) 840-1165; http://www.sportlink.com/sport.>

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