Sports | Shaq Endorsement Extravaganza Awaits New Celtic Shaq 'Marketing giant' heads to sports-mad Boston By Marie Morris Posted Aug 6, 2010 12:53 PM CDT Copied Shaquille O'Neal poses with NASCAR driver Dale Earnhardt Jr. at Concord Speedway in Concord, NC, as they film "Shaq VS," O'Neal's ABC reality series. (AP Photo/ABC, Travis Bell) Shaquille O'Neal will be paid the veteran minimum as a Celtic, but he probably won't have to worry about making ends meet—Boston businesses are already lining up to pitch endorsement deals, reports the Herald. "The minute I heard about him coming, I thought about the idea," says the owner of the serendipitously named Summer Shack restaurants. "It’s a great fit and a great idea." O'Neal's national deal with Comcast already has him all over the local airwaves, and his No. 36 jersey went on sale on the Celtics' website within a day of his signing. "Shaq is a marketing giant,” says a sports economist. “He will benefit from the Hub’s strong media presence, where there’s money to be made on local endorsements." Read These Next Multiple people have been shot at a Mormon church in Michigan. North Carolina shooting suspect once walked the red carpet. Locals are furious about the planned demolition of a landmark bridge. The gunman who killed 4 at a Michigan church was an ex-marine. Report an error