By Barry Janoff
October 24, 2016: Shaquille O’Neal loves Krispy Kreme doughnuts so much he has bought into the company.
O’Neal has become owner of a Krispy Kreme location in Atlanta, which has been a doughnut shop location for more than 60 years, according to the company. He also is the brand’s new global spokesperson and will appear in multi-media marketing.
"Ur favorite doughnut just got even HOTTER, baby – I’ve joined the @krispykreme family! #krispykreme #shaq #shaqalicious," O’Neal posted to his Twitter account today.
And on his Facebook page, he wrote,"Excited to be joining the Krispy Kreme Doughnuts family as global spokesperson and franchise owner in Atlanta. That Hot Light is ON, baby!"
The pact was overseen by Authentic Brands Group, joint owner of Shaq, Inc., which earlier this year guided the deal between O’Neal and The General insurance.
O’Neal celebrated by visiting Krispy Kreme headquarters in Winston-Salem, NC, interacting with employees and, of course, enjoying some of the product.
"In addition to Shaquille’s status as a sports and entertainment icon and businessman, he is known for spreading joy, which aligns with our positioning and mission," Tony Thompson, president and CEO for Krispy Kreme Doughnuts, said in a statement. "We are confident this partnership will have a big impact for us in Atlanta and around the world."
For its first activation with O’Neal, Krispy Kreme has unveiled "Shaq-or-Treat," a social media driven promotion for Halloween.
Stating that Halloween is one of "O’Neal’s favorite days," people who tag their Halloween social media posts with #ShaqOrTreat between Oct. 28-31 will be eligible to win "Shaq-autographed prizes or Krispy Kreme surprises." (Details here.)
According to O’Neal, “Krispy Kreme prides itself on spreading joy and supporting local communities, and that’s a cause that I am thrilled to be part of. Our goal is to help people find their happy place, and what better way than with a box of delicious Krispy Kreme doughnuts."
O’Neal, who earlier this year was inducted into the Naismith Memorial Basketball Hall of Fame, also has endorsements and alliances that include Gold Bond, Icy Hot, Reebok, Steiner Sports and The Shaquille O’Neal Big & Tall Men’s Collection at Macy’s.
He recently invested in eSports participant NRG eSports along with former MLB star Alex Rodriguez and MLB player Jimmy Rollins.
O’Neal this week beings his fifth season with Turner Sports’ NBA on TNT's Inside the NBA analysis show, alongside Ernie Johnson, Kenny Smith and Charles Barkley. It would not be unprecedented for him to arrive on-set with Krispy Kreme doughnuts or, in keeping with his style of giving himself nicknames ("The Big Aristotle," "Shaq Daddy," "Superman") to bestow himself another doughnut-related one.
"When you think about brands that resonate in pop culture, Krispy Kreme is on that short list of brands that transcend their industry and connect with consumers on personal level,” Nick Woodhouse, president and CMO for Authentic Brands Group, said in a statement. "We are excited to partner with Krispy Kreme to amplify their message and grow the brand’s presence worldwide."
PHOTOS COURTESY KRISPY KREME
Back to Home Page