Shaquille O’Neal is set to add another feather to his cap. Following his NBA Hall-of-Fame career, O’Neal pivoted to business and music. As an NBA analyst, he has a deal with TNT. Though his TNT salary and brand deals have grown his net worth to an estimated $500 million, Shaq hasn’t made much from his DJing career. At this point, he values the work much more than the money involved. Big Diesel doesn’t hesitate to take up roles or deals that don’t benefit him much. On that note, he has taken up a new role in the Sacramento State basketball program, driven by the same passion, not the paycheck.

The Sacramento State athletic director hopes to make the most of this golden opportunity. The NBA analyst has long avoided offers for roles in school or college basketball programs. He believes he’s “old school” and perhaps won’t be able to relate to the kids to coach them, with that position ruled out as well. But this summer, that philosophy takes on a new form. He is set to take on a new business role in his son’s basketball program.

ESPN’s Shams Charania reported that O’Neal has accepted the role of General Manager for the Sacramento State men’s basketball program. The Sacramento State athletic director, in his latest interview, says that since Shaq will be taking on a volunteer role, fans can expect to see him quite often during games, whenever his schedule allows.

“So Shaq, to his credit, is not looking for money or income or those types of things. So it’s a volunteer role. His son, Shakir, is on our team. So certainly we plan on having Shaq at as many basketball games and events on campus as his schedule permits, and we’re working through some of that as we speak,” Director of Athletics at Sacramento State, Mark Orr, said.

O’Neal’s arrival could catalyze other athletic initiatives. Sacramento State University has applied to the NCAA to transition its football program to the FBS as an independent program. To proceed without a conference affiliation, the school has filed a waiver with the NCAA, which is currently under review. 

“I hear Shaq was a very good DJ. He has a great personality. Anything he can do to add to the Sacramento community and fan interest and student interest in Sacramento State basketball, we’ll certainly use him in that. way as well,” Orr said.

The university has also brought in major changes. One such move is the hiring of Mike Bibby as the team’s coach, among others. O’Neal’s youngest son, Shaqir O’Neal, has also recently transferred from Florida A&M to Sacramento State. So, the Los Angeles Lakers legend’s addition is an interesting choice for the college program’s growth.

Before O’Neal, Stephen Curry and Trae Young are two other stars who have taken general manager roles at their alma maters, Davidson and Oklahoma, respectively. Perhaps O’Neal wants to hone his skills, as he also hopes to become an NBA team owner in the future. However, with that, he will have to make a sacrifice.

Shaquille O’Neal doesn’t visit kids’ college games 

In a conversation with PEOPLE, the 52-year-old said that he’s “super proud” of all six of his children. However, he tries not to bother them. And he is even more particular when it comes to basketball. He says that he tries to avoid his kids’ matchups as he believes that he makes them nervous.  

O’Neal explained to PEOPLE that watching his kids play often makes them “get nervous.” So he sits back rather than courtside to preserve their focus. He credits his own parents with instilling independence—“They raised me… then said, ‘You’re 18, you’re an adult’”—and he’s applied the same hands-off style to his six children

While his ex-wife Shaunie showed up for Me’Arah who was making her debut for the Florida Gators, she watched her son play on her phone.  On November 4, 2024, Me’Arah O’Neal debuted for the Florida Gators. She poured in seven points, five rebounds, and two blocks. All while her father watched from the stands, not the court. Within days, she exploded for 18 points in a rout of Chicago State, prompting Shaq’s glowing praise: “My baby girl… she had 18 points playing yesterday. I’m super proud”.

That same night in Fort Worth, Texas, Shaqir O’Neal took the floor for Florida A&M at TCU. Although he averaged 5.7 points and 3.7 rebounds early in the season, Shaq’s presence—even from afar—“gives him confidence,” according to an A&M assistant coach.

With Shaquille O’Neal now slated to serve as a volunteer general manager for Sacramento State, where Shaqir recently transferred, his game-day presence may increase. However, his “hands-off” coaching philosophy suggests he’ll maintain observational distance even while advising front-office decisions.