Basketball great Shaquille O’Neal made millions on the court, and he continues to make millions off the court in endorsement deals for fast food, clothing, nightclubs and more.
But there was one deal that he passed on which he now considers to be one of the biggest financial mistakes of his life.
Sports reporter Graham Bensinger sat down with O’Neal in a recent interview to discuss his various businesses ventures. During the segment for “In Depth with Graham Bensinger," he asks the retired NBA All-Star one of his biggest business regrets and without hesitation, O’Neal talked about why he declined to work with Starbucks' CEO Howard Schultz.
“So my agent called me up and he says ‘Howard Schultz wants to do business with you,’” O’Neal explains. “And I’m like “coffee, eh,” because growing up, in my household, I’d never seen a black person drink coffee.’ So it was my thought process that black people didn’t drink coffee.”