DraftKings scores Shaquille O’Neal as new brand ambassador
NBA legend joins LeBron James in Boston-based firm’s ambassador stable as partnership confirmed with 17-second social media clip
DraftKings has tapped NBA legend Shaquille O’Neal as the operator’s latest brand ambassador.
The relationship was confirmed in a post on DraftKings Sportsbook’s X account, featuring the four-time NBA champion sat in a chair before sinking a nonchalant hook shot.
Speaking to camera, the former Los Angeles Lakers and Miami Heat center said: “Some people call me Shaq, but you can call me Mr. DraftKings.”
The 52-year-old’s deal with DraftKings marks his latest foray into the US sports betting world, having previously partnered with WynnBET, the online sports betting arm of Wynn Resorts, as a strategic consultant in 2021.
O’Neal featured across WynnBET advertising, original content series such as podcasts, and in-person events as part of his relationship with the firm.
However, two years after the O’Neal deal, WynnBET pulled out of the US sports betting race.
In Australia, O’Neal featured in marketing materials for PointsBet in 2021, which sold its US-facing business to Fanatics this year for $225m.
DraftKings’ stable of brand ambassadors already includes fellow NBA legend LeBron James after he signed with the operator at the start of the year.
Stephanie Sherman, DraftKings 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.”
Shaquille O’Neal photo credit: Kimberly White/Getty Images for TechCrunch/Flickr CC BY 2.0