Legendary NBA player “Big Shaq” may have retired back in 2011, but that didn’t stop him from building his very own multimillion-dollar business empire. You see Shaquille O’Neal everywhere – from commercials to commentary to even his very own fast-food chain, Big Chicken. But strangely, he’s probably the only athlete in history to be so successful in business.
“I think his brand is stronger now than it has ever been,” said associate professor Natasha Brison of Texas A&M. “He’s literally reshaped what it means to be a retired athlete.” Most big athletes struggle to maintain their wealth after they retire, and some even go bankrupt.
O’Neal was an early investor in Google and Apple, both of which made him a huge return. “All of the stuff that Warren Buffett talks about? I’m in,” O’Neal said in a 2016 Yahoo Finance interview. But even so, Shaq has stated that he only invests in businesses with products he’s interested in.
He’s probably most famous for his television appearances. O’Neal has starred in commercials for Icy Hot, General Insurance, Buick, Frosted Flakes, Novex Biotech, Reebok, Google, Pepsi, Ring, Gold Bond, JCPenney, PointsBet, and Tonka.
He also holds an executive role at companies like Papa John’s, Majority, Genius Brands International (where he’ll soon produce an animated show called “Shaq’s Garage”), Forest Road Acquisition Corp. II, WynnBet, and Authentic Brands Group (which owns Reebok).
O’Neal’s interests in the business are so extensive that he held a “Shaq Summit,” inviting representatives from all the brands that he had been partnering with to discuss future opportunities together.
However, not all his business endeavors were successful. O’Neal partnered with the internet provider Freeinternet.com and e-commerce company Dunk.net, both of which flopped. He also acted in “Kazaam” and created the video game “Shaq Fu,” both of which failed, as well.
O’Neal isn’t immune to controversy either. He was sued for wearing Power Balance bracelets, which were wristbands that advertised improved athletic performance. However, the case was dismissed. “I do believe that Shaq is given some grace. This goes back to authenticity and him just being relatable,” said Brison. “That relatability has always been his strength.” It’s also what put him ahead of other athletes in the business.
Serena Williams invested in Masterclass and Impossible Foods and appeared in advertisements for migraine medication. LeBron James founded a production company, wrote a children’s book, opened a public school, and appeared in Space Jam 2. Stephen Curry started a book club, also founded a production company, and invests in many diverse companies.
Unfortunately, none of them have become as successful as O’Neal, lacking one important aspect: authenticity.
“Everybody loves Shaquille,” said UBS managing director Ken Gunsberger. “And I think that’s one of the things that makes him so special in his business life.”
His sincerity is what makes him appealing to companies. “You have to let Shaquille be Shaquille, and the magic will come,” said agent Perry Rogers in “Shaq”. He continued, “At the end of the day, we’re in the fun business. That’s who Shaquille is.”
The basketball star is also active in charity. Last year, O’Neal paid the dinner bills for everyone in a restaurant in New York City. That same year, he bought a washing machine and television for a couple in Dallas. He’s also covered funeral costs, donated to the family of a mass shooting victim, and bought a house for a child who had become paralyzed after getting shot.
“These real-world testimonies build up O’Neal’s credibility,” said New York University professor Brandon Brown. “For so many consumers today, they’re looking for authenticity. Shaq has just been caught on social doing so many things. He seems to be a good guy, authentically.”
Big Shaq used his fame as a basketball player to achieve success at a seemingly impossible level in the world of business, marketing himself as a relatable figure and ex-NBA legend. O’Neal managed to conquer both successes on the court and off it as well. “It’s tough to do either of those things,” said Brown. “And Shaq has done both.”
“I think his brand is stronger now than it has ever been,” said associate professor Natasha Brison of Texas A&M. “He’s literally reshaped what it means to be a retired athlete.” Most big athletes struggle to maintain their wealth after they retire, and some even go bankrupt.
O’Neal was an early investor in Google and Apple, both of which made him a huge return. “All of the stuff that Warren Buffett talks about? I’m in,” O’Neal said in a 2016 Yahoo Finance interview. But even so, Shaq has stated that he only invests in businesses with products he’s interested in.
He’s probably most famous for his television appearances. O’Neal has starred in commercials for Icy Hot, General Insurance, Buick, Frosted Flakes, Novex Biotech, Reebok, Google, Pepsi, Ring, Gold Bond, JCPenney, PointsBet, and Tonka.
He also holds an executive role at companies like Papa John’s, Majority, Genius Brands International (where he’ll soon produce an animated show called “Shaq’s Garage”), Forest Road Acquisition Corp. II, WynnBet, and Authentic Brands Group (which owns Reebok).
O’Neal’s interests in the business are so extensive that he held a “Shaq Summit,” inviting representatives from all the brands that he had been partnering with to discuss future opportunities together.
However, not all his business endeavors were successful. O’Neal partnered with the internet provider Freeinternet.com and e-commerce company Dunk.net, both of which flopped. He also acted in “Kazaam” and created the video game “Shaq Fu,” both of which failed, as well.
O’Neal isn’t immune to controversy either. He was sued for wearing Power Balance bracelets, which were wristbands that advertised improved athletic performance. However, the case was dismissed. “I do believe that Shaq is given some grace. This goes back to authenticity and him just being relatable,” said Brison. “That relatability has always been his strength.” It’s also what put him ahead of other athletes in the business.
Serena Williams invested in Masterclass and Impossible Foods and appeared in advertisements for migraine medication. LeBron James founded a production company, wrote a children’s book, opened a public school, and appeared in Space Jam 2. Stephen Curry started a book club, also founded a production company, and invests in many diverse companies.
Unfortunately, none of them have become as successful as O’Neal, lacking one important aspect: authenticity.
“Everybody loves Shaquille,” said UBS managing director Ken Gunsberger. “And I think that’s one of the things that makes him so special in his business life.”
His sincerity is what makes him appealing to companies. “You have to let Shaquille be Shaquille, and the magic will come,” said agent Perry Rogers in “Shaq”. He continued, “At the end of the day, we’re in the fun business. That’s who Shaquille is.”
The basketball star is also active in charity. Last year, O’Neal paid the dinner bills for everyone in a restaurant in New York City. That same year, he bought a washing machine and television for a couple in Dallas. He’s also covered funeral costs, donated to the family of a mass shooting victim, and bought a house for a child who had become paralyzed after getting shot.
“These real-world testimonies build up O’Neal’s credibility,” said New York University professor Brandon Brown. “For so many consumers today, they’re looking for authenticity. Shaq has just been caught on social doing so many things. He seems to be a good guy, authentically.”
Big Shaq used his fame as a basketball player to achieve success at a seemingly impossible level in the world of business, marketing himself as a relatable figure and ex-NBA legend. O’Neal managed to conquer both successes on the court and off it as well. “It’s tough to do either of those things,” said Brown. “And Shaq has done both.”
