Warner Bros. Discovery may be out of the weekly NBA game business on TNT, but the company is still investing in basketball — just with a different spin. The media giant is teaming with Shaquille O’Neal and Authentic Brands Group to launch Dunkman, a new professional dunking league set to debut in summer 2026.
The venture will feature 24 athletes competing across four live events, culminating in a championship round with a $500,000 prize. Eli Lilly and Company has signed on as a founding partner on the new league.
O’Neal, who will serve as commissioner, believes the timing is right to elevate dunking into its own standalone sport.
“The dunk contest hasn’t been great for a while,” O’Neal told Variety. “There are too many talented dunkers out there for it to feel stale.”
The concept builds on a six-episode test run produced last year. However, executives now see a larger opportunity to turn viral highlights into a structured competition. Craig Barry, chief content officer for TNT Sports, believes the league fills a gap between social media popularity and organized competition.
Appearing on last night’s coverage of the college basketball national championship broadcast, O’Neal expressed his appreciation for the creation of the new venture.
“We did a show about eight years ago that got over 200 million hits. So, I took that show over and called it the Dunkman show. Then I said, ‘You know what? We need a Dunkman League.’ Since the NBA guys don’t have enough pride to give us, the fans, what we want in the dunk contest, all of these professional dunkers have been created.”
The launch reflects a broader shift across the media industry. As rights fees for leagues like the National Football League and National Basketball Association continue to climb, companies are looking to create and control their own sports properties.
The Dunkman League is just the latest effort by Warner Bros. Discovery has attempted at that strategy. The company has ties to the Unrivaled women’s 3-on-3 basketball league and produces The Match, a series of made-for-TV golf events. Dunkman will receive a wide distribution push. Live events are expected to air across TNT, TBS, truTV and HBO Max. Additional content will live on digital platforms, including Bleacher Report, House of Highlights and YouTube.
O’Neal added that fans should expect new faces, not just familiar names. He pointed to early participants, including an international competitor with a full-time medical career, as an example of the untapped talent pool.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
