FOS Explains: How Shaq Created a $500M+ Business Empire

Shaquille O’Neal retired from the NBA in 2011 after 19 seasons, 4 rings, 3 finals MVPs, and making over $286 million on the court.

Since then, The Big Diesel has raised his estimated net worth to over $500 MILLION.

Here are some of Shaq’s biggest business moves:

TECH GIANT

Magic Johnson told Shaq to invest his NBA money early.

In 1999, O’Neal met Ron Conway–a well-known Silicon Valley investor–who introduced him to a then-tiny up-and-coming company called Google. By 2004, when Google went public, Shaq’s initial investment multiplied significantly.

While no one knows the exact figure, he’s said multiple times that he regrets not putting in more.

His trend of investing early in companies continued–getting in early on startups including Apple, Ring, and Lyft.

FOODIE FRANCHISES

When it came to the food industry, Shaq went all in.

One of his first major moves was investing Five Guys franchises. At one point, he owned around 155 different locations–accounting for about 10% of the entire chain. He went on to sell them in 2016, allowing him to expand his portfolio into new markets.

Big Chicken was Shaq’s personal project. Drawing inspiration from his mom’s recipes, he envisioned a fast-casual restaurant that tasted like his favorite childhood meals. Now, the chain has 30+ storefronts across the United States, ranging from airports, sports arenas, and even cruise ships.

But unlike his other restaurants, Shaq says Big Chicken isn’t really about making a profit. Instead, he aims to give back–part of his lifelong mission to make people smile.

Papa Johns was a different story. Along with investing in 9 franchises in 2019, O’Neal joined the company as a board member and brand ambassador. The two sides also agreed to a reported 3-year, roughly $4M endorsement deal.

MEDIA

Shaq has become one of the most-recognizable faces in sports media–and entertainment as a whole.

That is largely in part to his deal with TNT’s ‘Inside the NBA.’

O’Neal joined in 2011, filling a chair that was previously shared by a rotating cast of Magic Johnson, Reggie Miller, and Chris Webber. But his addition to the cast was the final piece that assembled the fan-favorite show, joining Ernie Johnson, Charles Barkley, and Kenny Smith.

He’s signed multiple contracts and extensions, but the specifics of his salary isn’t public knowledge.

Shaq also has his own podcast, the “Big Podcast Network”, a production company called Jersey Legends Productions, and sometimes moonlights as a DJ. 

DJ Diesel–who refers to himself as the “Dubstep Dad”–says he isn’t doing it for the money anymore, but rather, “for the love of the game.”

OTHER VENTURES

Shaq’s other business deals–that don’t quite fit into one category–have included:

• Vitamin Water

• Epson Printers

• Carnival Cruise

• AriZona Beverages

• Authentic Brands Group

• The General Car Insurance

Most recently, in 2024, he released Shaqalicious Gummies–which, you guessed it, are gummy candies shaped like his head.

And you can’t forget about all his iconic commercials.

Shaq’s highest NBA salary was $27.7 million in 2004–but in 2018, O’Neal said that he was now making even more per year, simply by selling and endorsing products.

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