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 White House rolls with Trump's 'daddy' nickname. New Fox star, 23, misses first day after car troubles. Supreme Court ruling is a big blow to Planned Parenthood. Man accused of killing his daughters might be dead. Report an error