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‘Awkward’: Shaquille O’Neal’s Company Blocks His Son Shaqir’s Attempt to Trademark His Name

Shaqir O’Neal is a college basketball player for the Texas Southern Tigers. He’s also one of NBA great Shaquille O’Neal’s sons. Besides following his father into basketball, Shaqir is also venturing out into business like his dad.

SANTA MONICA, CALIFORNIA – JUNE 24: (L-R) Shareef O’Neal, Shaquille O’Neal, and Shaqir O’Neal attend the 2019 NBA Awards presented by Kia on TNT at Barker Hangar on June 24, 2019 in Santa Monica, California. (Photo by Joe Scarnici/Getty Images for Turner Sports)

Shaqir is represented by Mine O Mine LLC, and Mine O Mine filed a trademark application for Shaqir’s name and likeness. 

His entrepreneurial journey has hit a snag, however. Authentic Brands Group (ABG), the company that represents Shaq’s likeness, is seeking to quash a pending trademark application filed by his son, Shaqir O’Neal, according to a Notice of Opposition from ABG.

While there’s no way to tell if this signifies an issue between father and son, Shaq is a part-owner of ABG. ABG claims the names and likeness are so similar that consumers will be confused. If the Notice of Opposition is enforced, Shaqir will have to cancel his trademark application.

Shaq sold the rights to his brand to ABG in 2015, ESPN reported, but he is the second largest shareholder in the company. His investment in ABG allows him not only to invest in his own brand but others as well. ABG manages then brands for many past and present legends.

“I don’t like to seem like I’m bragging, but I’m going to ask you a question. Who owns Marilyn Monroe? Who owns Elvis Presley? Who owns Forever 21?” Shaq continued. “Who owns JCPenney? Me!” Shaq said on an episode of the financial literacy podcast “Earn Your Leisure.”

“My real business is I own 50 brands,” Shaq went on. “So, when I was retiring, I’m looking around, I’m like ‘How does Michael Jackson and all these guys live forever?’ So, one of the chapters in the book is joint venture-ship. So, I called the three companies [seemingly Authentic brand group, Simon property group, and Brookfield property partners] that helped people live forever, and they bought my brand for a lot of money. So, I took half that money, put it back in the company, now I’m the number two guy in the company.”

Shaq, who has an estimated net worth of $400 million, also has ownership of restaurants, car washes, and fitness centers.  

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