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Mark Cuban to fund a research project at SMU to help combat flopping in the NBA

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Cubes has given a $100,000 grant to a research team at Southern Methodist University in Dallas to study flopping at a scientific level.

WTF IS MARK DOING WEARING A SUIT AT A GAME.
WTF IS MARK DOING WEARING A SUIT AT A GAME.
Jerome Miron-USA TODAY Sports

Mark Cuban is apparently so fed up with flopping that he's going to tackle the problem. WITH SCIENCE.

Our boss Lisa forwarded over an email of a press release and...well...I'll just leave this here:

Biomechanics experts at Southern Methodist University have teamed with Dallas Mavericks owner Mark Cuban to carry out a scientific study of the unsavory practice of player flopping in basketball and other sports.

Flopping is a player's deliberate act of falling, or recoiling unnecessarily from a nearby opponent, to deceive game officials. Athletes engage in dramatic flopping to create the illusion of illegal contact, hoping to bait officials into calling undeserved fouls on opponents.

The phenomenon is considered a widespread problem in professional basketball and soccer. To discourage the practice, the National Basketball Association in 2012 began a system of escalating fines against NBA players suspected of flopping, including during the playoffs.

The Cuban-owned company Radical Hoops Ltd. awarded a grant of more than $100,000 to fund the 18-month research study at SMU, Dallas.

"The issues of collisional forces, balance and control in these types of athletic settings are largely uninvestigated," said SMU biomechanics expert Peter G. Weyand, who leads the research team. "There has been a lot of research into balance and falls in the elderly, but relatively little on active adults and athletes."

The objective of the research is to investigate the forces involved in typical basketball collisions, said Weyand, an associate professor of applied physiology and biomechanics in the SMU Annette Caldwell Simmons School of Education and Human Development.
This is just great. Instead of just arguing about players flopping, Cuban just invested 100k to prove it with science, numbers, data and is hiring biomechanic professors and shit. Amazing.

Props to Cuban for thinking outside the box yet again for another problem facing the NBA. Although, I can't help but feel that the response from other athletes, coaches and mainstream media folks will be this: