Brunswick Bowling today announced a major deal with Radical Bowling – the high-tech ball company owned by notable bowling ball innovator Phil Cardinale. The agreement will move the production of Radical bowling balls to the Brunswick manufacturing plant, and the brand will be renamed Radical Bowling Technologies. Cardinale will continue his role in the development, sales, and promotion of the Radical Bowling Technologies product line.

“I’m thrilled to team up with Brunswick,” said Cardinale. “Brunswick gives us stability and first-class manufacturing for our balls, and this agreement will allow Radical to expand its reach with improved sales and distribution to pro shops and consumers around the world. In return, I bring a cult following for Radical balls – bowlers who aren’t Brunswick customers.”

Brian Graham, director of sales and marketing for Brunswick consumer products, concurred, saying, “Partnering with Phil and creating Radical Bowling Technologies is a great example of how we’re growing our overall position in the bowling consumer products business. This brand will allow us to expand our product offerings to reach a new customer that is looking for a technological edge in their bowling balls.”

Cardinale’s creativity and business instincts are certainly among the most valuable assets gained by Brunswick in the deal. He first broke into the bowling business in 1988 after throwing a perfect game with a ball that had its drilling specs reversed. He got an audience with the ball manufacturer’s owner after informing the company of the error, then helped remake the company into Track Bowling, his first bowling venture.

In the 25 years since, Cardinale founded and ran several other successful bowling ball companies, building up the estimable reputation and fan-base he enjoys today. He is perhaps best known for thinking of everything. “My role, in all of my companies, has been to have the whole spectrum covered – the cores, the cover stocks, and the programs (branding/packaging/marketing),” said Cardinale. “We make sure to appeal to the whole chain – the distributor, the pro shop, and the consumer, so all three parties benefit from the sale. We want there to be 'Wow!' in the whole program, not just in the ball.”