Shaquille O’Neal is stepping into a new role as commissioner of DUNKMAN, a professional dunking league set to debut in the summer of 2026. The league is being launched through a partnership between Eli Lilly and Company and TNT Sports, and will feature 24 elite dunkers competing in a structured format designed to crown a world champion.
The inaugural season is expected to include four group-stage events, with athletes battling for a place in the DUNKMAN world championship. Finalists will then compete for a $500,000 grand prize.
O’Neal said the concept stemmed from his frustration with the current state of the NBA Slam Dunk Contest. “It’s been (bleep) for the last 12 years. It hurts my heart,” O’Neal exclusively shared.
The Lakers legend added, “When I was growing up, the All-Star Game was cool … but that dunk contest and three-point shootout, that was the highlight.”
The former Los Angeles Lakers and Orlando Magic star emphasized that the league aims to elevate dunkers by recognizing them as professionals. “We decided to make a league and treat those guys as professionals,” O’Neal said.
As commissioner, O’Neal will play a hands-on role, overseeing matchups and helping shape the scoring system. Judges will evaluate performances based on hangtime and vertical leap to determine who advances and ultimately becomes the DUNKMAN world champion.
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The league builds on the momentum of the earlier DUNKMAN television series and will be broadcast across TNT, TBS, TruTV, and HBO Max. Additional content will be distributed through Bleacher Report, House of Highlights, and YouTube.
Adam Lefkoe is set to serve as the league’s host, bringing his experience in sports media to the presentation of the competition.
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The DUNKMAN league adds to Shaquille O’Neal’s growing business portfolio, which includes ventures in food, retail, and entertainment. His licensing partnerships span products such as SHAQ footwear, JCPenney merchandise, BeatBox beverages, Rooms To Go furniture, and Big Chicken restaurants.
O’Neal also recently introduced a new flavor under his Shaq-A-Licious candy line, expanding the brand’s offerings. “We just have fun. I measure success by just getting out there with my team and all of us working hard, and if it’s good, it’s good. If it’s not, then we just do something else. I actually like to fail … it just means, ‘Hey, man, you’ve got to work harder.”
During the recent NCAA Tournament, Shaq-A-Licious served as the official gummy sponsor. O’Neal also recorded his podcast live near Lucas Oil Stadium and appeared in Home Depot commercials as part of a three-year NCAA partnership.
Before his rise to basketball stardom, O’Neal did not dunk until his senior year at Robert G. Cole High School in Texas. He began by practicing with smaller balls before progressing to a basketball.
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He later became known for his power dunks during his NBA career, including breaking two backboards. Among his most memorable moves, he cited a dunk he called “the Black Tornado” over fellow NBA star David Robinson.
