Hershey Shows Up for NCAA Tournament with Basketball-Inspired Treats
The Hershey Co. added another product to its Shaq-A-Licious line in January. Dubbed Shaq-a-licious Slams, the "interactive" basketball-themed gummy candy was the official gummy partner of the NCAA men's tournament.
The product was front and center for consumers throughout this year’s Final Four weekend in Indianapolis. It was promoted during fan activities throughout and during the April 6 championship game, as well as on Shaquille O’Neal's "The Big Podcast with Shaq."
Basketball legend O'Neal launched Shaq-a-licious XL Gummies in September 2024 in partnership with Hershey.
To help consumers engage with the brand, Shaq-a-licious Slams and Hershey’s Reese's brand teamed up with national nonprofit Operation Homefront to give back to military families — in collaboration with Walmart.
The Shaq-a-licious truck visited a Walmart Supercenter in Greenwood, Indiana, offering candy to consumers as Reese's National Association of Basketball Coaches’ (NABC) college all-star athletes shopped alongside pre-selected military families on a $500 spree provided by Hershey.
The Shaq-a-licious truck also appeared at the NCAA Tip-Off Tailgate, which took place April 3-6 in Indianapolis, letting fans visit the truck for gummy samples, giveaways and an activation designed to capture the excitement of a slam dunk moment.
And before the championship game, a special live taping of O’Neal’s podcast celebrated the Final Four atmosphere and connected with fans.
"I am thrilled to bring Big Pod and my Shaq-a-licious gummies to Final Four weekend,” O'Neal said in a media release. “It's a perfect combination of all the things I love: basketball, sweets and bringing people together.
Shaq-a-licious Slams feature gummy balls in watermelon, strawberry and orange flavors with a sour mango hoop, designed to mimic the game of basketball and encourage consumer interaction.
The Shaq-a-licious XL Gummies Launch at Walmart won a 2025 Reggie Award in the Shopper, Commerce, Retailer Specific or Omnichannel Marketing category, marking a significant introduction for the company in a non-chocolate segment.
