Published 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 has partnered with DraftKings to endorse the sports betting and iGaming giant.
Known affectionately as Shaq, O’Neal is a widely loved celebrity in the US. With numerous endorsement deals under his belt, teaming up with DraftKings is his latest venture.
DraftKings, along with FanDuel, dominates the US sports betting and online casino markets. Shaq, who concluded his NBA career with the Boston Celtics in 2011, is now lending his persona to promote DraftKings.
“Some people call me Shaq but you can call me Mr. DraftKings,” Shaq proclaimed in a social media video shared by DraftKings.
The video highlights Shaq’s various 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 alias — Mr. DraftKings.
Stephanie Sherman, DraftKings Chief Marketing Officer, expressed excitement over welcoming the four-time NBA champion and 15-time NBA All-Star to the company. Sherman stated, “Shaq’s personality and unmatched energy will enhance our brand through diverse marketing campaigns throughout the NBA season. His significant presence aligns with our commitment to providing exceptional experiences for our players,”.
Celebrity Endorsements Persist
Since the legalization of sports betting following the US Supreme Court’s ruling in May 2018, sportsbook operators have heavily invested in celebrity endorsements to promote their businesses. Many athletes and celebrities have been featured in commercials for DraftKings, FanDuel, BetMGM, and Caesars Sportsbook.
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 may come as a surprise that long-time endorser Shaq is only now entering the sports betting realm. However, he previously had a sponsorship deal with the WynnBet sportsbook brand.
Following Wynn Resorts’ decision to cease operations outside Massachusetts and Nevada, Shaq’s endorsement contract with WynnBet expired. This allowed him to join DraftKings as an ambassador. Shaq has also endorsed PointsBet in Australia.
While some consumers and responsible gaming advocates criticize celebrities and athletes for endorsing sports betting and online casinos, analysts and marketing experts believe that such sponsorships are effective in acquiring customers.
According to a 2022 study from YouGov, only 9% of consumers find celebrities, sports stars, and influencers effective in promoting gambling. In comparison, 53% believe such endorsements boost beauty and cosmetic product sales, and 45% for clothing and accessories.
Shaq’s Endorsement Portfolio
Shaq’s list of endorsements is nearly as impressive as his NBA career. Over the years, he has endorsed nearly 100 companies and products, ranging from Icy Hot and The General Insurance to Reebok and Taco Bell.
He has also collaborated with Burger King, NBA 2K, PepsiCo, JCPenney, Wheaties, Papa John’s, Oreo, Nestle, and Buick.
Shaq is not only a prolific entrepreneur but also a businessman who has used his earnings from endorsements and his NBA career to invest in various ventures.
In the past, Shaq owned 155 Five Guys restaurants and later sold them for a reported $100 million profit. After an unsuccessful attempt with his own restaurant, Shaquille’s, he ventured into a fast-casual fried chicken concept called Big Chicken.
Big Chicken has seen success, with 33 locations today, including two in Las Vegas.