A one-pot polymerization process of preparing long chain branching polymers is provided. Also described is a "T" reagent that serves as a link between main and side chains of an inventive long chain branching polymer. A "T" reagent has at least two functionalities, serving as both co-monomer and chain transfer reaction agent. Optionally, a copolymerization reaction between an alpha-olefin and "T" reagent takes place initially to incorporate some "T" molecules in the polyolefin main chain, and the incorporated "T" units then behave as chain transfer agents for reacting with the propagating polyolefin chains to form side chains. In a particular embodiment, a polymerization process for preparing long chain branching polyethylene (LCBPE) and long chain branching polypropylene (LCBPP) is detailed.