Posted on: October 16, 2024, 01:36h.
Last updated on: October 16, 2024, 01:54h.
NBA and College Basketball Hall of Fame member Shaquille O’Neal is teaming up with DraftKings to promote the sports betting and iGaming leader.
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.
Celebrity Endorsements Continue
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.
A few notable athlete endorsements include LeBron James and David Ortiz for DraftKings, Kevin Garnett and Wayne Gretzky for BetMGM, Rob Gronkowski and Jordan Spieth for FanDuel, and the Manning family for Caesars.
It would be a surprise if serial endorser Shaq was only now getting in on the sports betting game. Well, he isn’t, as O’Neal previously held a sponsorship agreement with the WynnBet sportsbook brand.
Wynn Resorts ceased running the book in all but Massachusetts and Nevada, and subsequently allowed its endorsement with Shaq to expire. That freed him up for DraftKings to acquire the more than seven-foot-tall big man for its advertising efforts. Shaq has also promoted PointsBet in Australia.
While some consumers and responsible gaming advocates have criticized celebrities and athletes for endorsing sports betting and online casinos, analysts and marketing experts say such sponsorships are effective in customer acquisition pursuits.
In a 2022 study from YouGov that asked consumers about celebrity endorsements, just 9% said celebrities, sports stars, and influencers are effective at promoting gambling. That pales compared to 53% who said such sponsorships help increase beauty and cosmetic product sales and 45% for clothing and accessories.
Shaq’s Endorsements
Shaq’s endorsement list is nearly as impressive as his NBA career. Over the decades, he’s endorsed almost 100 companies and/or products ranging from Icy Hot and The General Insurance to Reebok and Taco Bell.
He’s also lent his likeness to Burger King, NBA 2K, PepsiCo, JCPenney, Wheaties, Papa John’s, Oreo, Nestle, and Buick.
Shaq is also a serial entrepreneur and businessman who has used his more than $330 million in on-court earnings and celebrity endorsement money to fund his off-court endeavors.
Shaq once owned 155 Five Guys restaurants. He disposed of that investment in 2016 for a reported $100 million profit in favor of launching his own restaurant called Shaquille’s. That venture failed, however, prompting O’Neal to embark on a fast-casual fried chicken concept called Big Chicken.
Big Chicken has found success. Today, the company has 33 locations, including two in Las Vegas.
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