By: Jingwei Zhao

Shaquille O’Neal has transformed what it means to be a ‘retired athlete’, and now his brand has grown incredibly large. From basketball commentary to his own fast-food chain called Big Chicken, Shaq seems to be everywhere. There are many other retired athletes who have turned into successful personalities and businessmen, but none have done it like Shaquille O’ Neal, with his fame on social media platforms as well as his multimillion-dollar empire.

Shaq’s well-deserved success after his retirement has “…literally reshaped what it means to be a retired athlete,” according to Natasha Brison, an associate professor who specializes in athlete branding. He has prioritized franchising throughout his entire career. He owns 155 Five Guys restaurants, and his own Big Chicken fast-food chain operates in 18 different places across the country. He has appeared in multiple commercials as well.

The former NBA big man has partnered with famous companies like Frosted Flakes and even Google. He has worked with clothing brands like Zales to produce his own line of products, such as the Soda Shaq. He has also worked with live event companies like Thirteenth Floor Entertainment Group to form the Shaqtober Halloween Carnival.

In addition, he serves as a board member at Papa John’s, and a brand ambassador and strategic consultant mobile sports betting app WynnBet. He is even the “second-largest independent stakeholder in Authentic Brands Group,” according to the Los Angeles Times. O’Neal’s business expenses are so large that his team meets up once a year to plan out their future campaigns all in one room.

“I learned from the great Magic Johnson that it’s OK to be a superstar basketball player,” said O’Neal. “But at some point, you want to start investing in businesses.” Back in 1990, his income was $25 million, but he set his sights even higher. Taking inspiration from his basketball idol, Shaq serves as the chief executive of Magic Johnson Enterprises, a conglomerate investment company. Back in the late ‘90s, O’ Neal invested in Google.

However, not all of Shaq’s investments paid off, and some ended up flopping. Plus, he faced legal challenges due to some questionable products, such as the endorsement of the useless Power Balance bracelets. Shaq’s authenticity nonetheless makes him more relatable, which is one of the key reasons for his success.