When you talk about Shaquille O’Neal, you know it is all about chasing. “I want to be on that Forbes list…” Shaquille O’Neal didn’t hide his disappointment at not making it to the Forbes World’s Billionaires List (2024). As per some reports, Big Diesel quite rarely goes looking for where he stands financially. But when he realized he had not yet hit that 10-digit mark, even after his near-omnipotent presence in different fields, the 5x NBA champ was evidently upset. And now, comes another list that Shaquille O’Neal missed by a few spots. But what if some of his own decisions on the court quietly kept him off this All-Time Earnings list led by Michael Jordan?

Yes, the Chicago Bulls legend, with his $4.5 billion, topped the list released by Boardroom. His Airness surpassed legends like Tiger Woods, Cristiano Ronaldo, and LeBron James on the list. And Shaquille O’Neal? Well, he is not doing badly either, sitting in the 13th spot. However, it seems Big Diesel could have been the third NBA athlete in the top 10, had he not lost a significant amount in the choices he made both during his time in the league and after. One of the biggest difference makers? Shaquille O’Neal’s preference for idealism over money.

Well, it turns out, one particular decision might’ve made all the difference. And no, it wasn’t a business misstep or a failed venture. It was Shaq being Shaq—standing tall for what he believes in, even if it meant walking away from $40 million. It was on the Full Send podcast in 2021 that Shaq recounted a turning point from 1998 that reshaped his business journey. At the time, he had a five-year sneaker deal with Reebok worth a cool $40 million. But one chance encounter changed everything.

After a game at the Orlando Magic arena, Shaq was approached by an upset mother. “This lady ripped me a new a——,” he said. Her frustration? The cost of his Reebok sneakers. “She called me a m——– and said, ‘You’re charging these babies all this money for shoes.'” Shaq, taken aback, offered her $2,000 from his own pocket. But she wasn’t looking for charity. “She smacked the money out of my hand and said, ‘Why don’t you make a shoe that’s affordable?'”

That moment stuck with him. “I thought about it and you know what? She’s right.” And just like that, Shaquille O’Neal called it quits with Reebok that very day. “I told them, ‘Keep the money. This ain’t right.'” So yes, Shaq might have missed the top 10 list. But when you look closer, you realize—he chose impact over income. However, at times, it was his behavioral issues that cost him millions.

Shaquille O’Neal lost a surprising amount of money in his NBA fines

While some millions might not have pushed Shaq to All-Time Earnings list, the impact those millions could’ve created in the long run is quite concerning. For instance, back in 1997, Shaq was fined $10,000 and suspended for a game after a heated exchange with Utah Jazz’s Greg Ostertag turned physical. The real issue was that this was not even the beginning of it. In another moment with L.A., he voiced his frustrations post-game against the Seattle Supersonics, and the NBA fined him another $10,000 for his comments about the refs.

And those were just two episodes. His Lakers years came with a string of fines—$75,000, $10,000, another $10,000, and $15,000. Then came his Miami Heat chapter. In 2006, Shaq got hit with a $25,000 fine after a game with the Chicago Bulls, once again for calling out the referees. But the biggest hits to his wallet? Surprisingly, they came later, while he was with the Phoenix Suns and Boston Celtics. Each stint saw him lose $35,000 to the league.

All these moments combined cost him over $1.5 million. And we’re not even counting the smaller $5,000 and $10,000 fines sprinkled throughout his career. Stack those on, and the financial dent grows deeper. It might seem minor compared to what he’s worth now, but here’s the thing—his $500 million empire was built from $292.2 million in NBA pay. Imagine if even a chunk of those lost millions had gone into investments instead. Could that have bumped him into MJ’s highest-paid company? Probably.