Published in Nerve Magazine October 2011
For those that remember, Slamball needs no introduction. Way back in 2002, broadcast on the now non – existent UK channel Trouble, Slamball found its way to our screens, and smashed its way to commercial success in just a matter of years.
Yet this unique hybrid sport, which combines elements of basketball, American football and gymnastics, is only just recovering its momentum, after a 5 year hiatus and turbulent economic times threatened to destroy the game before it even began.
Created initially by Mason Gordon, who envisioned a sport that recreated a real life video game, integrating the athleticism of basketball, with the hard-hitting intensity of American Football. Consisting of a standard basketball court, with the minor addition of 4 trampolines on each end, a whole new breed was born. With the freedom of ‘full contact’, players had to out – muscle, out – jump and out manoeuvre their opponents using the trampolines to sail high above the rim for monstrous slam-dunks. Two-time Slamball champion James “Champ” Willis defines Slamball simply as “rock and roll”, capturing the essence of complete spectatorship; competiveness, physicality and jaw dropping athleticism.
But the idea wasn’t enough. Gordon had to market his product. He managed to get acclaimed TV producer Mike Tollin on board, and with that came a wealth of opportunity in terms of coverage. Through the construction of a prototype court in Valencia, California and the recruitment of 5 showcase players, Slamball showed its worth to a host of TV executives.
With that, Slamball made its TV debut in 2002 on US channel Spike TV, and was soon complimented by a significant following across America, Italy and the UK. It even managed to get the original Coach Carter on board the coach the team Rumble. Not bad for one guy and an idea. And it appeared to pay off.
With high ratings on Spike TV and millions of people tuning in to the Slamball Championship Game on CBS Sports, everything was going perfectly. Prior to the launch of the 2nd season, the league saw 20,000 applications from prospective players, as well as 2 additional teams and a new court built. The exposed TV saturation had paid dividends for Gordon, as coverage spread everywhere for his sport, from The New York Times to Jay Leno.Yet the success wouldn’t last long. Slamball peaked too early.
It saw the glossy heights of the commercial mainstream without having the backbone that decades of development bring. After just two seasons, television distribution negotiations broke down as creators Gordon and Tollin came into disrepute over the direction of the sport. Ultimately, TV companies saw Slamball as the packaged, entertainment product reminiscent of the Harlem Globetrotters, whereas Gordon remained faithful for its prospect as a legitimate, competitive sport. And so it went underground.
Coaches and players alike went back their respective sports, and Slamball was brushed under the carpet.
However these fatalistic ideas were never enough to stop Gordon and Tollin materialising their vision. “There are no shortcuts to building something that endures.” Mason cites this throwaway line as a main inspiration for refusing to yield, and his devotion in propelling the sport back into the mainstream. He, closely alongside his team, worked tirelessly throughout a five-year hiatus to develop the sport as a credible, athletic league.
After much redefining, and a clear focus to market the sport as a professional franchise league opposed to a “made for TV” exhibition, Slamball made its return in 2008. For the first time, Slamball was distributed internationally by media outlets such as China, Spain and Italy and began its redevelopment as a professional sport.
Unfortunately, little has been publicised of the league post 2008, as the economic downturn derailed much of Slamball’s process. Niche sport sponsorship wilted, and with that Slamball suffered, yet the game continues to grow under the persistent leadership of Gordon and Tollin.
As with any developing sport, it needs the time, money and participation to grow. Basketball was invented in 1891, but it wasn’t until 70 years later were 3 pointers introduced, so it’s far from the finished product. Yet Gordon has announced big plans for Slamball’s future. He claims there are television agreements in place for the new season, as well as plans to open Slamball gyms around the world to promote the sport at a grassroots level. He’s even ambitiously; some might say naively claimed Slamball aims to one day become an Olympic sport. But one step at a time.
So for all the ambition in the world, what remains to be seen is whether Slamball can shrug off the overbearing “TV showcase” persona it has accumulated from it’s intensified beginnings. Its image has obviously been revamped; as Slamball is now backed by huge sport media company IMG, with goals of authenticity and credibility fore fronted, opposed to that of instant, disposable gratification.
Turbulent times are sure to follow for Slamball, but with grand plans in place, only time will tell if they materialise. Gordon claims: “I made a decision when I came up with Slamball, that hell or high water I would see this thing through.” One thing is for sure; you wouldn’t put it past him.
Visit the Slamball website, or if you want to see what all the fuss is about, take a look at the video.
With that, Slamball made its TV debut in 2002 on US channel Spike TV, and was soon complimented by a significant following across America, Italy and the UK. It even managed to get the original Coach Carter on board the coach the team Rumble. Not bad for one guy and an idea. And it appeared to pay off.
So without the multi – million dollar contracts of the NFL, or the deep player pool of the NBA, Slamball began to develop, under the scrutinous media spotlight never before seen with a sport so young.
With high ratings on Spike TV and millions of people tuning in to the Slamball Championship Game on CBS Sports, everything was going perfectly. Prior to the launch of the 2nd season, the league saw 20,000 applications from prospective players, as well as 2 additional teams and a new court built. The exposed TV saturation had paid dividends for Gordon, as coverage spread everywhere for his sport, from The New York Times to Jay Leno.Yet the success wouldn’t last long. Slamball peaked too early.
It saw the glossy heights of the commercial mainstream without having the backbone that decades of development bring. After just two seasons, television distribution negotiations broke down as creators Gordon and Tollin came into disrepute over the direction of the sport. Ultimately, TV companies saw Slamball as the packaged, entertainment product reminiscent of the Harlem Globetrotters, whereas Gordon remained faithful for its prospect as a legitimate, competitive sport. And so it went underground.
Coaches and players alike went back their respective sports, and Slamball was brushed under the carpet.
It looked as if it was yet another high concept idea that lacked the realistic grounding needed to gain credibility.
However these fatalistic ideas were never enough to stop Gordon and Tollin materialising their vision. “There are no shortcuts to building something that endures.” Mason cites this throwaway line as a main inspiration for refusing to yield, and his devotion in propelling the sport back into the mainstream. He, closely alongside his team, worked tirelessly throughout a five-year hiatus to develop the sport as a credible, athletic league.
After much redefining, and a clear focus to market the sport as a professional franchise league opposed to a “made for TV” exhibition, Slamball made its return in 2008. For the first time, Slamball was distributed internationally by media outlets such as China, Spain and Italy and began its redevelopment as a professional sport.
Unfortunately, little has been publicised of the league post 2008, as the economic downturn derailed much of Slamball’s process. Niche sport sponsorship wilted, and with that Slamball suffered, yet the game continues to grow under the persistent leadership of Gordon and Tollin.
As with any developing sport, it needs the time, money and participation to grow. Basketball was invented in 1891, but it wasn’t until 70 years later were 3 pointers introduced, so it’s far from the finished product. Yet Gordon has announced big plans for Slamball’s future. He claims there are television agreements in place for the new season, as well as plans to open Slamball gyms around the world to promote the sport at a grassroots level. He’s even ambitiously; some might say naively claimed Slamball aims to one day become an Olympic sport. But one step at a time.
So for all the ambition in the world, what remains to be seen is whether Slamball can shrug off the overbearing “TV showcase” persona it has accumulated from it’s intensified beginnings. Its image has obviously been revamped; as Slamball is now backed by huge sport media company IMG, with goals of authenticity and credibility fore fronted, opposed to that of instant, disposable gratification.
Turbulent times are sure to follow for Slamball, but with grand plans in place, only time will tell if they materialise. Gordon claims: “I made a decision when I came up with Slamball, that hell or high water I would see this thing through.” One thing is for sure; you wouldn’t put it past him.
Visit the Slamball website, or if you want to see what all the fuss is about, take a look at the video.
Check out the magazine layout of this article, designed by me - http://issuu.com/tobygray/docs/slamball1
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