Shaquille O’Neal is no stranger to an ad campaign. From selling insurance for The General, to bringing the heat for Icy Hot, and even fitting into Buicks that he made look like clown cars, Shaq potentially has one of the most prolific sponsorship résumés of any professional athlete in history.
Now, Diesel is bringing his talents to DraftKings sportsbook.
DraftKings CMO Stephanie Sherman released a statement welcoming the former NBA big man on Wednesday. “DraftKings is thrilled to welcome NBA legend Shaquille O’Neal to the family. Shaq’s personality and unparalleled energy will elevate our brand through various marketing initiatives all NBA season. His enormous presence matches our commitment to delivering exceptional experiences for our players.”
Funnily enough, this isn’t the first time Shaq has appeared in marketing campaigns for a sportsbook. In 2021, he became a brand ambassador for WynnBET and trademarked the term “Shaqpot” as part of his promotions there. A number of high-profile athletes from LeBron James to Wayne Gretzky have jumped into marketing campaigns for sportsbooks in recent years as well.
As sports gambling continues to grow in prominence and become legalized in more states, it’s no surprise that athletes are becoming more comfortable doing advertisements for them. Of course, Shaq hasn’t been all too picky with his endorsements to begin with.
NBA Hall of Famer Shaquille O’Neal is best known for his stellar NBA career. In his 19-year tenure, Shaq won four championships and was a 15-time All-Star. And although he retired more than ten years ago, he’ll be gearing up for the NBA’s 2024-25 season. Only this time, he’ll be representing DraftKings instead of the NBA.
Shaq announced his DraftKings deal in a tongue-in-cheek video, featuring his many nicknames, on the social media site, X:
“DraftKings is thrilled to welcome NBA legend Shaquille O'Neal to the family, said Stephanie Sherman, DraftKings Chief Marketing Officer. “Shaq’s personality and unparalleled energy will elevate our brand through various marketing initiatives all NBA season. His enormous presence matches our commitment to delivering exceptional experiences for our players.”
This is hardly Shaq’s first foray into the business world. In 2013, he became a minority owner of the Sacramento Kings – a stake he eventually sold in 2022. He has dabbled in franchise ownership and still owns 150 car washes, 40 health clubs, and the Big Chicken restaurant chain.
Meanwhile, this isn’t the first big-name MVP DraftKings has signed up this year. In January, LeBron James was brought into the DraftKings fold — for his football prowess. As an active NBA member, LeBron can represent sports betting companies as long as it doesn’t involve the league. And football isn’t that big a stretch for LeBron, an avid football fan who was actively recruited by the NFL during the 2011 NBA lockout.
As one of the market-leading sports betting and iGaming companies, DraftKings is in a good financial position to add to its marketing entourage. In the second quarter, DraftKings grew revenues by 26% and beat Wall Street’s earnings expectations by a mile. In fact, the company did so well, it announced a $1 billion stock buyback – the first since its initial public offering.
DraftKings may not be done recruiting ambassadors from the active – or recently retired --sports world. If not, the likes of Serena Williams, Roger Federer, Alex Morgan, and Jason Kelce may be in line for a career pivot.
Sports betting giant DraftKings has signed NBA legend Shaquille O’Neal as its latest high-profile brand ambassador in a multi-year deal.
The NBA Hall of Famer is best known for his stellar NBA career. In his 19-year tenure, Shaq won four championships and was a 15-time All-Star. He announced the deal in a video posted by the Boston-based operator on Wednesday. “Some people call me Shaq but you can call me Mr. DraftKings,” he said in the social media clip.
For her part, Stephanie Sherman, Chief Marketing Officer, said: “DraftKings is thrilled to welcome NBA legend Shaquille O’Neal to the family. Shaq’s personality and unparalleled energy will elevate our brand through various marketing initiatives all NBA season.”
“His enormous presence matches our commitment to delivering exceptional experiences for our players,” she added.
This is far from being Shaq’s first foray into the business world. In 2013, he became a minority owner of the Sacramento Kings – a stake he eventually sold in 2022. He has also dabbled in franchise ownership and still owns 150 car washes, 40 health clubs, and the Big Chicken restaurant chain.
Shaq had previously repped another sportsbook in the U.S. market, WynnBET, working as a strategic consultant and featuring in brand advertising, original content, and in-person events before that operator shut down its operations in most American jurisdictions earlier this year. He has also promoted PointsBet in the Australian company’s home nation.
O’Neal, more affectionately known as Shaq, is one of the most beloved celebrities in America today. As such, O’Neal has garnered an endless offering of endorsement deals, most of which he’s gladly taken on.
Shaq’s latest advertising pact is with DraftKings, the Boston-based company that, along with rival FanDuel, commands the lion’s share of the US sports betting and online casino markets. Shaq’s storied career in the NBA concluded in 2011 with the Boston Celtics.
“Some people call me Shaq but you can call me Mr. DraftKings,” Shaq said in a social media video shared by DraftKings.
The video promotes Shaq’s many nicknames, including Diesel, Superman, The Big Aristotle, Big Galactus, Real Deal, Big Shaqtus, Big Agave, Shaq Fu, Wilt Chamberneezy, M.D.E., Big Shamrock, and his newest one — Mr. DraftKings.
In a statement provided to Casino.org, DraftKings Chief Marketing Officer Stephanie Sherman said the company is “thrilled” to welcome the four-time NBA champion and 15-time NBA All-Star to its roster.
“Shaq’s personality and unparalleled energy will elevate our brand through various marketing initiatives all NBA season. His enormous presence matches our commitment to delivering exceptional experiences for our players,” said Sherman.
Since sports betting went mainstream following the US Supreme Court’s landmark ruling in May 2018, sportsbook operators have invested heavily in celebrity endorsements to market their businesses. Countless athletes and celebrities have appeared in commercials for DraftKings, FanDuel, BetMGM, and Caesars Sportsbook.
DraftKings is signing NBA Hall of Famer and television personality Shaquille O’Neal as one of its brand ambassadors in a multi-year deal. Shaq, 52, won four NBA championships, three Finals MVPs, and was a 15-time All-Star in his 19-year playing career.
Shaq announced his DraftKings deal in a recent video, featuring his many nicknames, on X. “Some people call me Shaq, but you can call me Mr. DraftKings,” he said before banking in a seated hook shot from the top of the key.
“DraftKings is thrilled to welcome NBA legend Shaquille O’Neal to the family, said Stephanie Sherman, DraftKings Chief Marketing Officer. “Shaq’s personality and unparalleled energy will elevate our brand through various marketing initiatives all NBA season. His enormous presence matches our commitment to delivering exceptional experiences for our players.”
Of course, this isn’t the first time Shaq has appeared in marketing campaigns for a sportsbook. In 2021, he became a brand ambassador for WynnBET and trademarked the term “Shaqpot” as part of his promotions there.
The 7-foot-1 big man has promoted PointsBet in Australia as well.
Shaq has also appeared in commercials for companies such as American Express, Buick, Burger King, Carnival Cruises, Epson, Frosted Flakes, Gold Bond, Hulu, IcyHot, Nestlé Crunch, Papa John’s, Reebok, The General, and Vitamin Water among others.
A number of other high-profile athletes from LeBron James to Wayne Gretzky have also joined marketing campaigns for other sportsbooks in recent years.
In January, James was brought into the DraftKings advertising arena for football marketing. As an active NBA member, LeBron can represent sports betting companies as long as it doesn’t involve the league.
Additionally, other athlete endorsements include Kevin Garnett and Gretzky for BetMGM, the Manning family for Caesars, David Ortiz for DraftKings, and Rob Gronkowski and Jordan Spieth for FanDuel.
