{"id":40700,"date":"2026-04-02T15:03:25","date_gmt":"2026-04-02T15:03:25","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=40700"},"modified":"2026-04-02T15:03:41","modified_gmt":"2026-04-02T15:03:41","slug":"shaquille-oneal-teams-up-with-shaq-a-licious-on-slam-dunk-candy-campaign","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/shaquille-oneal-teams-up-with-shaq-a-licious-on-slam-dunk-candy-campaign\/","title":{"rendered":"Shaquille O\u2019Neal Teams Up With Shaq-A-Licious on Slam-Dunk Candy Campaign"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Celebrity Name:<\/strong> <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/shaquille-o-neil\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Shaquille O&#8217;Neal<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Brand Name:<\/strong> <a href=\"https:\/\/bookingagentinfo.com\/brands\/hersheys\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Hershey Company<\/a> \/ <a href=\"https:\/\/bookingagentinfo.com\/brands\/shaq-a-licious-xl-gummies\/\" target=\"_blank\" rel=\"noreferrer noopener\">Shaq-A-Licious XL Gummies<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Deal Type:<\/strong> Co-Created Brand Partnership \/ Product Line Expansion<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Announced:<\/strong> March 31, 2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Impact:<\/strong> Expands Shaq\u2019s candy line during the Final Four, deepens Hershey\u2019s presence in sports, and strengthens the playbook for athlete-driven confectionery campaigns<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Shaquille O\u2019Neal\u00a0partners with\u00a0<em>Shaq-A-Licious SLAMS<\/em>\u00a0and\u00a0The Hershey Company\u00a0to front a hoops-inspired gummy candy push around NCAA Final Four weekend.<\/li>\n\n\n\n<li>The original Shaq-A-Licious XL Gummies line, which launched in 2024, became Hershey&#8217;s #1 candy launch of the year with over 11 million units sold.<a href=\"https:\/\/source86.com\/source86-com-shaq-a-licious-slams-hershey-ncaa-final-four-2026\/\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/li>\n\n\n\n<li>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\u2019s\u00a0<em>Big Pod<\/em>\u00a0at the Final Four.<a href=\"https:\/\/www.thehersheycompany.com\/en_us\/home\/newsroom\/press-release\/2026-03-31-Shaq-Is-Back-Shaq-A-Licious-SLAMS,-A-Slam-Dunk-Gummy-Candy,-Brings-Big-Flavor-to-Final-Four-R-Weekend.html\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/li>\n\n\n\n<li>O&#8217;Neal named Official Gummy of March Madness 2025, creating touchpoints across sports, entertainment, and retail through innovative brand partnerships. <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">March Madness is getting a sugar rush as\u00a0basketball legend and entrepreneur Shaquille O\u2019Neal\u00a0teams up with\u00a0Shaq-A-Licious\u00a0and\u00a0The Hershey Company\u00a0on a new\u00a0<em>Shaq-A-Licious SLAMS<\/em>\u00a0gummy candy push tied to NCAA Final Four weekend. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Since its 2024 debut, the original Shaq-A-Licious XL Gummies line became Hershey&#8217;s #1 sweets launch with over 11 million units sold, establishing O&#8217;Neal as a serious player in consumer goods. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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&#8217;s existing NCAA sponsorship.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;When I do something, I want it big,&#8221; O&#8217;Neal stated. &#8220;With Shaq-A-Licious SLAMS, you are not just grabbing a gummy and tossing it in your mouth. You\u2019re stacking the balls, aiming for the mango ring, shooting your shot, then going in for that big sweet-and-sour chew.&#8221; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Currently serving as an analyst on TNT&#8217;s &#8220;Inside the NBA,&#8221; O&#8217;Neal continues expanding his &#8220;Business of Fun&#8221; 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This kind of crossover echoes other 2026 athlete-led confectionery plays, like the sweets-driven football push covered in\u00a0<a href=\"https:\/\/bookingagentinfo.com\/news\/tom-brady-partners-with-ferrero-for-soccer-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">this Tom Brady\u2013Ferrero campaign story<\/a>. Also, Shaquille O\u2019Neal&#8217;s daughter\u00a0<a href=\"https:\/\/bookingagentinfo.com\/news\/mearah-oneal-signs-with-lift-sports-management-for-representation\/\" target=\"_blank\" rel=\"noreferrer noopener\">Mearah O\u2019Neal recently signed with LIFT Sports Management<\/a> for representation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O&#8217;Neal isn&#8217;t just slapping his name on product shelves. He&#8217;s co-created every element (flavors, shapes, textures) from concept to execution, which is why the gummies feel authentically &#8220;Shaq&#8221; rather than a celebrity cash-grab. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The multi-sensorial experience transforms passive snacking into active play, where fans &#8220;stack it, slam it, and snack it,&#8221; creating memorable moments that drive repeat purchases and social sharing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O&#8217;Neal&#8217;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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Final Four activation, March Madness partnership, and Hersheypark integration show how The Hershey Company is leveraging O&#8217;Neal&#8217;s cultural currency to own seasonal moments and experiential touchpoints, extending shelf impact far beyond retail.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Will interactive candies like SLAMS become a standard playbook for athlete\u2013brand partnerships? How much can Shaq\u2019s off-court empire influence which snacks fans choose on game day?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Celebrity Name: Shaquille O&#8217;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\u2019s candy line during the Final Four, deepens Hershey\u2019s presence in sports, and strengthens the playbook for athlete-driven confectionery campaigns March Madness is getting a sugar rush [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27,14,11,15],"tags":[],"class_list":["post-40700","post","type-post","status-publish","format-standard","hentry","category-basketball","category-campaigns","category-endorsements","category-sports"],"acf":[],"yoast_head":"<!-- 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