The screen fades up from black to show the smiling face and bespoke outfit of “Rock & Roll” Johnny Belmont, beloved wrestling legend.

Then, a voice-over.

“The founder of our organization, Jonathan Belmont, had two great loves in his life…professional wrestling, and rock & roll music.”

His personal history says otherwise, but that’s not something we’re going to get into for this commercial.

“At their heart, these things are very similar. They are the pursuit of a dream.”

Another still, this time of Johnny at the height of his popularity. Shaking hands with rock stars, actors, and…is that the Pope?

“The dream of performing in front of thousands of screaming fans, to gain the love and adoration of millions all over the world. Not just to live, but to be larger than life. A taste of immortality.”

The night of his final match, Belmont stands in the ring in the middle of the Los Angeles Coliseum, his arms outstretched, soaking in the cheers from the massive crowd.

“In two weeks, we will announce the field for this year’s tournament. Thirty-two hopeful souls who will get the chance to live that dream.”

Pictures from the first few years of the Belmont Classic, where the charismatic legend shook hands and smiled with many of the young hopefuls who competed in those years.

“At the end of the year, they will gather…and whoever wants it the most, whoever is willing to shed their blood, sweat, and tears, whoever can show the most skill, talent, determination and heart…they will see that dream come true.”

THE BELMONT CLASSIC

Chaifetz Arena
St. Louis, MO
December 28-30, 2023

The heart of rock & roll is still beating.