The agreement is set to cover digital strategy, content creation and social media management.

It is part of World Bowling's aim to create an innovative and immersive digital environment for bowling. 

"Curveball’s fresh and dynamic approach to all things digital and social is critical to the next steps of the build process," said World Bowling chief executive Andrew Oram.

"Content needs to be created to be seen by as many people as possible - this means ideas need to start with those who have a strong understanding of what will make an impact across social and digital media.

"We need to reach wider, younger and more varied audiences, speak to people who have never been spoken to before and in a way that resonates with them.

"Curveball will provide the strategy to our digital environment to allow us to optimise the launch of the new ecosystem  to capture the attention of the vast bowling community along with QubicaAMF, Stack Sports, YBVR, Strivecloud and future partners."

Curveball Digital was launched in February 2020 by Paddy Sloane, Kevin Blundell and Niall Sloane, who are all heavily experienced in digital media in the sporting world. 

"We are delighted to be partnering with such an ambitious sport," Paddy Sloane said.

"The team at World Bowling have really big ideas for the next few years and we are excited to be at the forefront of it. 

"Curveball strive to build audiences and engage with younger and previously untapped demographics, so we aim to revolutionise how the world views the sport of bowling."

World Bowling have also recently signed partnerships with Belgian technology company StriveCloud, virtual-reality firm YBVR and software company Stack Sports.