In 1928, Bowser put his promotional efforts behind Gus Sonnenberg, an NFL football player for the Providence Steam Roller. Sonnenberg and his flying tackle became a sensation in professional wrestling and, on January 4, 1929 at the Boston Garden, promoted by Bowser, Sonnenberg became the world heavyweight champion, defeating Strangler Lewis. Sonnenberg became the biggest draw in professional wrestling, although he would soon be eclipsed by Jim Londos, wrestling's biggest star during the Great Depression. Sonnenberg consistently drew big crowds in Los Angeles for promoter Lou Daro—part of the Bowser camp. His popularity also led Bowser-aligned Ivan Mickailoff to introduce weekly wrestling shows to Toronto in 1929, largely using Bowser's wrestlers.