https://priceonomics.com/the-rise-and-fall-of-professional-bowling/Bowling was a very big spectator sport and pasttime back in the fifties and sixties, IIRC from reading about it.
"Harry Smith, the top bowler in 1963, made more money than MLB MVP Sandy Koufax and NFL MVP Y.A. Tittle combined."
"In 1964, “bowling legend” Don Carter was the first athlete in any sport to receive a $1 million endorsement deal ($7.6 million today)."