By: Jayden Ho
Shaquille O’Neal, the NBA legend, has transformed the stereotypical retired star athlete into a businessman. From endorsement deals to owning franchises and investing in motley businesses, Shaq has become a famous and shining paragon in the business microcosm.
The former NBA three-time MVP has made a name for himself not only through his basketball commentary on TNT but also through his extensive business portfolio. With his larger-than-life personality and irresistible charisma, Shaq has built an empire that is stronger than ever before; Natasha Brison, an associate professor specializing in athlete branding at Texas A&M, states, “He’s literally reshaped what it means to be a retired athlete.”
Shaq’s interests run an extensive spectrum, making him ubiquitous in the business world. As a firm believer in franchising, he has owned numerous businesses, running the gamut from fitness gyms (24 Hour Fitness), restaurants (Five Guys), pretzel stands (Auntie Anne’s), pizza places (Papa John), and at least one doughnut shop (Krispy Kreme). His latest venture, the Big Chicken chain, is rapidly expanding and plans to open 18 locations nationwide and on Carnival Ships.
In addition to his ownership of diverse industries, Shaq has also become the face of multiple brands through endorsements and partnerships. From Icy Hot and Reebok to Google and Pepsi, he has lent his image to a varied range of products. Furthermore, Shaq has collaborated with live event companies, yielding popular festivals such as the Shaqtoberfest Halloween carnival and Shaq’s Fun House Super Bowl event.
Beyond the corporate world, Shaq shows his moral side with myriad acts of kindness. From paying for dinners to providing and sympathizing with those in need, he has earned a solid reputation as a genuinely caring and authentic individual.
Experts in sports marketing highlight Shaq’s likability and trustworthiness as key factors behind the enduring appeal of his brands. He has managed to avoid controversy and remains largely apolitical, making him a safe bet for corporations seeking a reliable spokesperson.
As an exemplar to other athletes, Shaq’s success has prompted them to seek similar paths in business — his hands-on approach has set him apart from the norm and established a high standard for athletic endorsements.
While other sports athletes have begun to delve into the fields of business and philanthropy, such as Serena Williams, LeBron James, and Stephen Curry, Shaq’s amalgamation of on-court success, high reputation, and business acumen have made him stand out. His enduring legacy and impact on the sports and business fields will be remembered fondly for years to come.
Sources:
https://www.latimes.com/people/samantha-masunaga. “From Franchises to Frosted Flakes, Shaquille O’Neal Has Changed What It Means to Be a Retired Athlete.” Los Angeles Times, 1 June 2023, www.latimes.com/business/story/2023-06-01/shaquille-oneal-businesss-retired-athlete-star. Accessed 15 June 2023.