“Whatever Mark is investing in, I’m investing in.”

Shaquille O’Neal
NBA legend, entrepreneur, and investor

… on following Mark Cuban’s lead into BeatBox, via People Magazine

When Mark Cuban calls with an idea, Shaq listens.

Shaquille O’Neal recently backed BeatBox as an investor and brand partner, a move he discussed in a recent interview with People. The ready-to-drink beverage company drew national attention when Cuban invested $1 million in it on Shark Tank in 2014, one of the show’s largest deals at the time.

The retired NBA star first spotted the portable alcoholic punch at concerts and DJ gigs. “I thought it was Capri Sun,” he said. But after trying it, he reflected on a call he received from Cuban about the brand.

“I’ve always learned that in order to be great, you have to have conversations with other great people,” he said, explaining that his investment philosophy boils down to following smart, successful people. 

“Mark could say, ‘Hey, I got a toilet tissue brand coming out.’ I’m doing it,” he told People.

For Shaq, investing isn’t just about returns—it’s about showing up as a teammate. “My spiel to everyone is being a teammate,” he said. “I’m going to be the one to help take it to the next level.”

In March 2025, Austin-based BeatBox and the Hall of Famer launched a blueberry lemonade flavor of the drink taglined as the “world’s tastiest party punch,” now rolling out in stores nationwide, including Spec’s, Total Wine & More, and grocery chains.

But Shaq admitted to People he doesn’t know exactly how much he invested. What matters more is authenticity. “I get a lot of opportunities to do business,” he said. “But if I don’t like your product, I can’t take your money and sell something I don’t like to the people. I just can’t do it.”

It’s the same approach he brings to the stage as DJ Diesel, his alter ego on the nightclub circuit. “I call it adrenaline reset,” he said, mirroring his mindset from the NBA. “If people are going to pay money to watch you perform, give them a f–king great show.”

‘75% gonna move here full time’

O’Neal also has strong ties to North Texas with property in Carrollton and Rockwall County, according to WFAA, and recently said he’s “75% gonna move here full time.”

“I have to see what’s going on with TNT next year,” he told WFAA in June. “But based upon that, you’ll probably be seeing a lot more of me.”

Shaq said he’s felt especially at home in Dallas after decades of visits. “People in Dallas have been very nice,” he said. “I know about the Texas culture, but Dallas has been good to me.”

The layout of the region is a bonus. “What I like about Dallas is it’s a bunch of mini-Dallases,” he added. “Legacy West, Frisco, Plano, Carrollton, Rockwall, where I live at. Fun place to be.”

For more of who said what about all things North Texas, check out Every Last Word.

Don’t miss what’s next. Subscribe to Dallas Innovates.

Track Dallas-Fort Worth’s business and innovation landscape with our curated news in your inbox Tuesday-Thursday.