DraftKings signs NBA legend Shaquille O’Neal as brand ambassador

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. 

Diesel, Superman, Big Aristotle, and now… Mr. DraftKings

Welcome to the team, @SHAQ 🫴👑 pic.twitter.com/2Vd8OndT04

— DraftKings Sportsbook (@DKSportsbook) October 16, 2024

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.

Stephanie Sherman

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.  

The partnership is thus the latest in a long line of endorsement deals for both O’Neal and DraftKings. Shaq joins an All-Star DraftKings celebrity roster which also includes the likes of LeBron James and Boston Red Sox legend David “Big Papi” Ortiz.

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.