Shaquille O’Neal has never been one to follow convention, and once again, The Diesel is shaking up old-school NBA logic, this time about market size. On The Pivot Podcast, the Hall of Famer laid out a brutally honest financial and cultural take on today’s NBA landscape: market size doesn’t matter the way it used to.
"When you talk about small market, big market, I think social media takes that away. For example, a guy in a small market is gonna be making 75 million. He just got eligible for that goddamn supermax. 350 for five; that's 75 million a year."
"I understand big market, small market, but I'd rather have 75 million in Oklahoma than 75 million in L.A.. Because in LA you cut that shit in half, you only bring home 30... I think the small market, big market is slowly disappearing depending on the status of the player."
In his signature blunt style, Shaq went on to explain that after state taxes, lifestyle costs, and distractions in big cities, it just makes more sense to take your money and peace of mind in a place like Oklahoma City, especially in today’s world where your brand can boom from anywhere.
He pointed out that players in states like Texas and Oklahoma (which have no state income tax) take home significantly more than stars in California or New York. For instance, while a max salary in L.A. may be headline-grabbing, players keep only around 42 to 48 percent of it after taxes. In places like Oklahoma or Indiana, that number shoots up to 55–59 percent.
To illustrate how drastically the NBA has evolved, O’Neal referenced OKC star Shai Gilgeous-Alexander. SGA is poised to sign a $380 million supermax deal in 2026, with an annual average salary of $76 million. Shaq's point is that SGA doesn’t need L.A. to become a global star; he already is one, from Oklahoma.
Shaq also shared advice for Giannis Antetokounmpo, who is reportedly considering a trade out of Milwaukee.
“Social media is the market now. Giannis has built his brand already. Don’t let people tell you you need a big city. Be the recruiter. Get the guys to come to you.”
In short, Shaq believes the days of geography dictating stardom are over. In 2025, your location doesn’t matter, your game, your phone, and your following do.
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