- O'Neal has signed a two-year brand partnership with Credit One Bank, this campaign is the first major activation under that deal.
- The campaign, titled "Shaq, Your Friend with Benefits," promotes the Credit One Bank X5 Visa Signature Card's 5% cash back on everyday categories including gas, groceries, and internet services.
- The campaign was created by agency Deutsch and positions the card as "credit that pays you back," targeting what Credit One Bank calls "credit climbers," consumers working toward better perks and credit scores.
- The campaign launched across TV, streaming, YouTube, and social media platforms on June 1, 2026.
Shaquille O’Neal is making his biggest financial services move yet. The NBA Hall of Famer is now the face of Credit One Bank’s new “Shaq, Your Friend with Benefits” campaign, promoting the X5 Visa Signature Card’s 5% cash back on gas, groceries, and internet services, under a new two-year brand partnership.
Created by Deutsch, the campaign targets “credit climbers” and launches at a charged moment when Americans are dealing with record credit card delinquency rates.
In the TV spot, Shaq surprises a man at his home and personally breaks down the card’s perks, ending with the homeowner asking him to autograph their router.
This isn’t Shaq’s first time lending his name to a brand with mass-market appeal. He recently signed a deal with Carvana in September 2025, launching a first-of-its-kind AI “Shaqbot.” He previously starred in a campaign for Turkcell and partnered with Shaq-A-Licious on a Slam Dunk candy campaign.
This is, however, his first known partnership with Credit One Bank, which has previously worked with WWE’s Liv Morgan and Jey Uso for its X5 Visa Signature Card campaigns. The bank is also the official credit card of NASCAR, WWE, and the Vegas Golden Knights.
Takeaways
Credit One Bank is specifically going after “credit climbers,” everyday consumers who want better rewards and stronger credit scores but may not qualify for premium cards.
Signing Shaq for two years, not just a one-off spot, signals this is a long-play brand-building effort, not just a seasonal ad push. Shaq’s background speaking publicly about financial education gives the partnership a layer of credibility beyond a traditional endorsement.
This is also a savvy move for Credit One to step up from wrestling entertainers to one of the most recognizable businessmen in sports, the brand is clearly trying to elevate its profile in a crowded credit card market.
And the timing is notable: launching this campaign while U.S. credit card delinquency rates hit a 15-year high shows Credit One is leaning into the conversation rather than avoiding it.
Can Shaq’s “everyday guy” credibility make Credit One Bank competitive against Capital One and Chase in the mass-market space? With a two-year deal, what other activations or products might Shaq front for Credit One Bank beyond the X5 Visa Signature?
