From Basketball to Booze: Shaquille O’Neal’s Latest Business Move

Shaquille O'Neal strategically grows his substantial portfolio with BeatBox partnership.

Shaquille O’Neal has spent his post-basketball career proving that his dominance extends far beyond the court.

From fast food franchises to tech investments and even DJing on the global festival circuit, the Hall of Famer and businessman has consistently turned everything he touches into a success.

Now, the larger-than-life personality is making a splash in the booming ready-to-drink alcohol market with the launch of BeatBox Blueberry Lemonade, a new malt beverage set to roll out nationwide this month.

The move comes as part of a partnership between O’Neal and BeatBox Beverages, a brand that skyrocketed to national prominence after securing a $1 million investment from Mark Cuban on "Shark Tank."

Known for its colorful packaging, high-energy marketing, and presence at music festivals and major events, BeatBox has built a brand that aligns seamlessly with Shaq’s ethos of fun, celebration, and larger-than-life experiences.

O’Neal, who first encountered the brand while touring as DJ Diesel, saw a natural fit and decided to invest — not just in the company, but in creating his own exclusive flavor.

“I’ve always been about creating unforgettable experiences — whether it’s on the court, DJing, or through my business ventures,” O’Neal said in a statement announcing the collaboration. “When I first came across BeatBox, I saw a brand with that same bold energy. This partnership felt like a perfect fit.”

With an 11.1% ABV, Blueberry Lemonade is designed for drinkers looking for a high-impact, low-sugar alternative to traditional cocktails. The beverage, packaged in resealable and recyclable cartons, will be available in major retailers such as Walmart, Kroger, H-E-B, 7-Eleven, Total Wine & More and Circle K.

O’Neal’s move into the RTD alcohol space places him in a rapidly growing market that has seen an explosion in celebrity-backed brands. While peers like Diddy (Cîroc), Kevin Hart (Gran Coramino), and The Rock (Teremana) have dominated the spirits industry, Shaq’s decision to back BeatBox aligns with his longstanding strategy of investing in companies with mass-market appeal. The global RTD alcohol market is valued at $20 billion in 2023, with projections estimating it could exceed $40 billion by 2030, making it one of the fastest-growing segments in the beverage industry.

Since retiring from basketball in 2011, O’Neal has built one of the most impressive business empires in sports history. His investments span more than 400 franchise locations across brands such as Papa John’s, Krispy Kreme, Five Guys, and Auntie Anne’s, and he was an early investor in Ring, the smart home company later acquired by Amazon for $1 billion. He has also dabbled in tech, fitness, and esports, and has long been rumored to be considering NBA team ownership.

The BeatBox deal marks yet another chapter in Shaq’s business portfolio, reinforcing his reputation as a savvy entrepreneur with an instinct for tapping into lucrative markets. While many athletes struggle to transition out of their playing days, O’Neal has redefined what post-career success looks like. Whether it’s dominating the boardroom, the DJ booth, or now the beverage aisle, Shaq isn’t just playing the game — he’s changing it.

Tekashi 6ix9ine’s Home Searched by Federal Agents Following IRS Asset Auction

Less than a week after the IRS auctioned off more than $500,000 worth of his seized assets, rapper Tekashi 6ix9ine’s Florida home was raided by federal officers and local law enforcement as part of a probation check.

The raid, which lasted from 9 a.m. to 3 p.m. on Wednesday, saw 6ix9ine handcuffed for six hours while officers searched his home. According to TMZ, the rapper claims that authorities seized firearms and drugs and collected DNA samples from him.

However, a statement from the Palm Beach County Sheriff’s Office suggests no immediate link between the confiscated items and the rapper.

“Federal U.S. Probation officers, assisted by Palm Beach Sheriff's Office Narcotics Investigators, executed a search warrant on Tekashi’s home in Florida,” the department stated.

The rapper, whose real name is Daniel Hernandez, maintains his innocence, insisting he is not engaging in any criminal activity and remains on house arrest following previous legal troubles.

 

IRS Auctioned Off 6ix9ine’s Jewelry, Platinum Plaques, and Cars for $500K

The raid came just days after the IRS auctioned off his personal assets, which were seized in April 2024 over unpaid taxes.

The March 5 auction, hosted by Market Auctions in Palm Beach County, saw bidders compete for Tekashi’s extravagant jewelry collection, luxury handbags, and 21 platinum plaques commemorating his biggest hits.

Surprisingly, his RIAA-certified platinum plaques became the biggest draw of the auction, selling for three to four times their estimated value.

“This was the sleeper hit of the auction,” said Jacob Kodner, Managing Partner of Market Auctions. “Collectors and fans alike recognized these plaques as irreplaceable pieces of music history.”

Some of the highest-selling items included:

• "Bebe" (feat. Anuel AA) plaque – $19,000
• "Gummo" plaque – $14,250
• Signature "Bruce the Shark" pendant – $60,000
• 14-karat, two-tone "Yailin" diamond necklace – $29,000
• Hermès Birkin bag – $18,500

In total, 62 out of 63 items sold, generating $510,500.

Some of the items sold at the auction.

Tekashi’s vehicles were previously auctioned in July 2024, with his Lamborghini Urus fetching $175,043 and his Bentley Continental GT Speed selling for $85,500.

The IRS raid that led to the seizure of his assets was due to unpaid taxes, but 6ix9ine has not publicly commented on the financial troubles that led to the auction.

 

What’s Next for 6ix9ine?

The March 12 raid is the latest in a string of legal troubles for the Brooklyn-born rapper. Though no charges have been filed in connection to the raid, investigators are analyzing the seized items for possible connections to 6ix9ine.

Despite his legal challenges, the rapper recently filed a $1 million lawsuit against a South Florida gym where he was viciously attacked in 2023.

Obamas May Produce Tiger Woods Film Chronicling His Greatest Run in Golf

A film about Tiger Woods’ rise to golf dominance is in development at Amazon MGM Studios, with Barack and Michelle Obama’s production company, Higher Ground, in talks to produce.

According to Deadline, the movie will be directed by Reinaldo Marcus Green, who helmed the critically acclaimed King Richard, the biopic about Venus and Serena Williams’ father that won Will Smith an Academy Award. The project will adapt Kevin Cook’s book, “Tiger Slam: The Inside Story of the Greatest Golf Ever Played,” focusing on Woods’ legendary run of four consecutive major championship wins between 2000 and 2001.

While Woods’ career has been marked by both triumph and controversy, the film will steer clear of his personal scandals and legal troubles, instead spotlighting his early dominance in golf. In 1997, Woods became the first Black golfer to win a major tournament, revolutionizing the sport and inspiring a new generation. Three years later, he achieved what became known as the “Tiger Slam,” winning the U.S. Open, The Open Championship, PGA Championship, and the Masters in succession — an accomplishment unmatched in modern golf.

Cook’s book details Woods’ tactical genius, mental discipline, and unrelenting pursuit of perfection, with insights from his caddies, coaches, and competitors.

Should Higher Ground officially join the project, it would mark another high-profile sports venture for the Obamas’ company. Their previous work includes the Netflix basketball documentaries “The Starting Five” and “The Redeem Team,” as well as the civil rights biopic “Rustin.”

Irwin Winkler, the legendary producer behind “Rocky,” “Creed” and “Goodfellas,” is also attached.

Despite injuries threatening his career in recent years, Woods has remained an enduring figure in golf. Last December, he partnered with his 15-year-old son, Charlie Woods, at the PNC Championship, showing glimpses of his old form. He continues to make select tournament appearances, though his latest Achilles injury puts his future in doubt.

The timeline for the film’s release remains unclear, but Amazon MGM has ramped up its theatrical investments, planning 12 to 14 major releases per year starting in 2026.

This biopic will be the latest in a string of Woods-related projects, following HBO’s two-part “Tiger” documentary, which examined both his meteoric rise and the scandals that led to his temporary fall from grace.