Celebrity Name: Shaquille O’Neal
Brand Name: The Hershey Company / Shaq-A-Licious XL Gummies
Deal Type: Co-Created Brand Partnership / Product Line Expansion
Announced: March 31, 2026
Impact: Expands Shaq’s candy line during the Final Four, deepens Hershey’s presence in sports, and strengthens the playbook for athlete-driven confectionery campaigns
- Shaquille O’Neal partners with Shaq-A-Licious SLAMS and The Hershey Company to front a hoops-inspired gummy candy push around NCAA Final Four weekend.
- The original Shaq-A-Licious XL Gummies line, which launched in 2024, became Hershey’s #1 candy launch of the year with over 11 million units sold.
- The candy, featuring crunchy gummy balls and a sour mango hoop, headlines fan activations including a Shaq-A-Licious truck, free samples, and a live taping of Shaq’s Big Pod at the Final Four.
- O’Neal named Official Gummy of March Madness 2025, creating touchpoints across sports, entertainment, and retail through innovative brand partnerships.
March Madness is getting a sugar rush as basketball legend and entrepreneur Shaquille O’Neal teams up with Shaq-A-Licious and The Hershey Company on a new Shaq-A-Licious SLAMS gummy candy push tied to NCAA Final Four weekend.
The new product features three crunchy gummy balls in watermelon, strawberry, and orange flavors paired with a chewy, sour mango ring, transforming candy consumption into an interactive game where fans can stack, dunk, and mix flavor combinations.
Since its 2024 debut, the original Shaq-A-Licious XL Gummies line became Hershey’s #1 sweets launch with over 11 million units sold, establishing O’Neal as a serious player in consumer goods.
The brand expanded in September 2025 with sneaker-shaped gummies inspired by his SHAQ footwear brand, then reached cultural peak status when the product was named Official Gummy of March Madness 2025, integrating into Hershey’s existing NCAA sponsorship.
As the official gummy of the NCAA Tournament for a second straight year, Shaq-A-Licious SLAMS will power fan events, including a roaming truck at the NCAA Tip-Off Tailgate offering free samples, giveaways, and an interactive slam-dunk candy moment.
“When I do something, I want it big,” O’Neal stated. “With Shaq-A-Licious SLAMS, you are not just grabbing a gummy and tossing it in your mouth. You’re stacking the balls, aiming for the mango ring, shooting your shot, then going in for that big sweet-and-sour chew.”
Currently serving as an analyst on TNT’s “Inside the NBA,” O’Neal continues expanding his “Business of Fun” empire, a philosophy that defines both his DJ career as DJ Diesel and his growing restaurant portfolio with Big Chicken, which has 40-plus locations open worldwide.
This kind of crossover echoes other 2026 athlete-led confectionery plays, like the sweets-driven football push covered in this Tom Brady–Ferrero campaign story. Also, Shaquille O’Neal’s daughter Mearah O’Neal recently signed with LIFT Sports Management for representation.
Takeaways
O’Neal isn’t just slapping his name on product shelves. He’s co-created every element (flavors, shapes, textures) from concept to execution, which is why the gummies feel authentically “Shaq” rather than a celebrity cash-grab.
The multi-sensorial experience transforms passive snacking into active play, where fans “stack it, slam it, and snack it,” creating memorable moments that drive repeat purchases and social sharing.
O’Neal’s hands-on approach, combined with his cultural dominance across sports media, entertainment, and now food/consumer goods, signals that legacy athletes are becoming lifestyle architects, not just product ambassadors.
The Final Four activation, March Madness partnership, and Hersheypark integration show how The Hershey Company is leveraging O’Neal’s cultural currency to own seasonal moments and experiential touchpoints, extending shelf impact far beyond retail.
Will interactive candies like SLAMS become a standard playbook for athlete–brand partnerships? How much can Shaq’s off-court empire influence which snacks fans choose on game day?
