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Shaquille O'Neal, known as DJ Diesel, maintains an active presence in the entertainment industry as a DJ and music producer, performing at major festivals and releasing several albums.
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Request A ShowShaquille O'Neal signed an endorsement deal with Reebok for their sports products. He later purchased a first generation Bombardier Challenger 650, which is a twinjet business aircraft. The jet was customized with the iconic 'Dunkman' logo on the tail, featuring an image of O'Neal in motion, symbolizing his personal brand. In October 2023, he was named Reebok's President of Basketball. In 2025, a Netflix docuseries "Power Moves" chronicles his and Allen Iverson's efforts to revive the Reebok brand after its struggles under Adidas's ownership, also mentioning sponsorship deals with athletes like Angel Reese.
Shaquille O'Neal has appeared in multiple commercials for Pepsi, including a 1995 advertisement that parodied popular television shows. He referenced Pepsi in a statement about joining the Los Angeles Lakers, saying, "I just want to play the game, drink Pepsi, wear Reebok."
Shaquille O'Neal serves as a brand ambassador for JBL, a company that manufactures audio equipment. JBL is also known for hosting its annual JBL Fest in Las Vegas.
DJ Diesel (Shaquille O'Neal) released his M.D.E. EP on Monstercat, featuring collaborations with Virtual Riot and other artists. DJ Diesel is also mentioned as collaborating mainly with fellow DJ Brian Bayati within the Monstercat Wiki.
Shaq's Fun House is an annual music festival, circus, and carnival created by O'Neal in 2018 in collaboration with Medium Rare. The event features celebrity DJs and performers.
DJ Diesel has expanded his brand through 'Shaq's Bass All Stars', a touring festival series that brings together various bass music talents.
In early 2019, O'Neal joined the Papa John's board of directors and invested in nine stores in the Atlanta area. As part of a three-year contract, he also became a spokesperson for the company. The following year, Papa John's introduced the Shaq-a-Roni, a pizza dedicated to O'Neal.
In late 2016, Shaquille O'Neal purchased a Krispy Kreme location at 295 Ponce de Leon Avenue in Atlanta. He is also the global spokesperson for the company.
In September 2024, Shaquille O'Neal launched the Shaq-a-licious XL Gummies line of oversized gummy candy with The Hershey Company.
In 2021, Shaquille O'Neal was a paid spokesperson for FTX, a cryptocurrency exchange. Following FTX's bankruptcy in November 2022, he was sued for promoting unregistered securities. In June 2025, O'Neal settled the FTX-related lawsuit against him, agreeing to pay $1.8 million.
Shaquille O’Neal, born on March 6, 1972, in Newark, New Jersey, is a retired American professional basketball player and current sports analyst. Standing at 7 feet 1 inch and weighing 325 pounds, O’Neal played as a dominant center for six teams throughout his 19-year career in the National Basketball Association (NBA). His early life included moving frequently due to his stepfather’s military career, eventually settling in San Antonio, Texas, where he excelled in high school basketball. He then played college basketball for the LSU Tigers, where he was a two-time All-American and received the Adolph Rupp Trophy in 1991.
O’Neal was selected as the first overall pick in the 1992 NBA draft by the Orlando Magic. He earned the NBA Rookie of the Year award in 1993 and led his team to the 1995 NBA Finals. Following a move to the Los Angeles Lakers in 1996, he achieved significant success, winning three consecutive NBA championships from 2000 to 2002. He was named NBA Finals MVP all three times and also secured the NBA Most Valuable Player Award in 2000. Later in his career, he played for the Miami Heat, where he won his fourth NBA championship in 2006. O’Neal concluded his NBA career playing for the Phoenix Suns, Cleveland Cavaliers, and Boston Celtics before retiring in 2011.
Beyond basketball, O’Neal established a career in music, releasing four rap albums, two of which achieved platinum and gold certifications. Under the moniker DJ Diesel, he transitioned into electronic dance music, performing at various clubs and festivals worldwide. He is also involved in acting, appearing in numerous films and television shows, and has undertaken several entrepreneurial ventures, including investments in franchising and real estate. His diverse career highlights his adaptability and continued influence across sports, entertainment, and business.
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