Shaq-A-Licious XL Gummies Named Official Gummy Of March Madness

The Gummy Collab from The Hershey Company and Shaquille O'Neal Joins Hershey's NCAA Partnership

HERSHEY, Pa., March 24, 2025 /PRNewswire/ -- The Hershey Company and basketball icon Shaquille O'Neal are taking game day snacking to the next level as Shaq-A-Licious XL Gummies are named the Official Gummy of March Madness, which kicked off on March 16. As part of Hershey's long-standing partnership with the NCAA, Shaq-A-Licious XL Gummies will now be featured throughout the tournament, bringing its larger-than-life flavors to basketball fans nationwide.

The announcement of Shaq-A-Licious XL Gummies as the Official Gummy of March Madness is part of Hershey's multi-year partnership with the NCAA, CBS Sports, and Warner Bros. Discovery Sports. This collaboration underscores Hershey's continued commitment to enhancing the fan experience through iconic brands like Reese's, Dot's Homestyle Pretzels and now Shaq-A-Licious XL Gummies.

"The NCAA® DI Men's Basketball Tournament is full of fun and energy, that aligns perfectly with the Shaq-A-Licious XL Gummies brand," said Dan Mohnshine, VP, U.S. CMG Marketing, The Hershey Company. "With Shaq-A-Licious joining our other Hershey's brands as NCAA partners, we're ready to score big sweet and salty game day moments."

Shaq-A-Licious at NCAA Final Four® Weekend

Final Four celebrations tip off with Shaq-A-Licious XL brand's presence at the Reese's College All-Star Game on Friday, April 4, airing live on CBS Sports Network at 4:30 p.m. ET/3:30 p.m. CT. Attendees can enjoy product sampling, premium giveaways, and on-court game breaks featuring interactive fan experiences, making XL Gummies an integral part of the action. The Reese's College All-Star Game, which takes place during Reese's Final Four Friday®, April 4, is a free, public event and one of the most anticipated moments of the tournament weekend.

In tandem with the NCAA® DI Men's Basketball Tournament on Thursday, April 3, Hershey is teaming up with Operation Homefront, which is based in San Antonio. Operation Homefront is a nationally recognized 501(c)(3) nonprofit organization that builds strong, stable, and secure military families so they can thrive, not simply struggle to get by, in the communities they have worked so hard to protect. This mission holds special significance for O'Neal, who, as a member of a military family himself, once lived on a local San Antonio base. Over the years, giving back has become a core value for O'Neal, making for a meaningful partnership between Hershey and Operation Homefront.

For more information about Shaq-A-Licious XL Gummies, visit Shaqalicious.com and Instagram, @shaqalicious_official or TikTok, @shaqaliciousofficial.

About Shaq-A-Licious XL Gummies

Created by the world's biggest kid, Shaquille O'Neal, Shaq-A-Licious XL Gummies launched in 2024 in partnership with The Hershey Company. Available across the U.S. and Canada, these oversized gummies capture Shaq's larger-than-life personality in every sweet or sour bite. The lineup includes two varieties: Shaq-A-Licious Originals, shaped like Shaq's face in peach, berry punch, and orange flavors, and Shaq-A-Licious Sours, inspired by his iconic nicknames, featuring green watermelon, pineapple, and mixed berry flavors.

For more information about Shaq-A-Licious XL Gummies, visit Shaqalicious.com.

Instagram: @shaqalicious_official
TikTok: @shaqaliciousofficial

About Shaquille O'Neal

Shaquille O'Neal is one of the world's most successful athletes-turned-businessmen, whose accomplishments both on and off the court have translated into a highly sought-after consumer brand. As an entrepreneur, sports analyst, DJ, restaurateur, and brand ambassador, Shaquille O'Neal's signature "Business of Fun" mantra resonates throughout each of his countless ventures.

The 15-time NBA All-Star's unprecedented athletic career spanned nearly two decades and earned him countless awards and honors, including NBA Most Valuable Player, NBA Rookie of the Year, four NBA Championships and a First Ballot NBA Hall of Famer.  Currently, O'Neal is an analyst on TNT's Emmy Award-winning "Inside the NBA."

O'Neal is a universally recognized figure in sports, entertainment, and pop culture. His music career began with the release of four rap albums with his first, Shaq Diesel, which went platinum. Today, he is known worldwide as DJ Diesel. His DJ business has become a global enterprise, with his SHAQ's Bass All-Stars Festival and Shaq's Fun House—an immersive event series combining live performances, carnival rides, and celebrity appearances.

O'Neal, who has a PhD in Leadership and Education, established The Shaquille O'Neal Foundation which provides resources for underserved youth. He also gives back through a number of annual philanthropic programs including Shaq-to-School and Shaq-a-Claus.

The launch of his Las Vegas eatery Big Chicken has further elevated Shaquille's status as he has positioned himself as a successful restaurateur. The brand currently has more than 350 locations in development worldwide and 40-plus locations open in traditional and non-traditional restaurant settings.

Follow Shaquille O'Neal on TikTok, Facebook, X and Instagram. 

About The Hershey Company The Hershey Company (NYSE: HSY) is an industry-leading snacks company with a purpose to make more moments of goodness through its iconic brands. With more than 20,000 remarkable employees worldwide, Hershey delivers delicious, high-quality products across approximately 70 countries, generating over $11.2 billion in annual revenues. The company's portfolio includes beloved chocolate and confectionery brands such as Hershey's, Reese's, Kisses, Kit Kat®, Jolly Rancher, Ice Breakers, Shaq-A-Licious alongside popular salty snacks including SkinnyPop and Dot's Homestyle Pretzels.

For more than 130 years, Hershey has been committed to operating responsibly and supporting its people and communities. The candy and snack maker's founder, Milton Hershey, created Milton Hershey School in 1909, and since then, the company has focused on helping children succeed through access to education.

To learn more visit www.thehersheycompany.com.

About the NCAA
The NCAA is a diverse association of more than 1,100 member colleges and universities that prioritize academics, well-being and fairness to create greater opportunities for nearly half a million student-athletes each year. The NCAA provides a pathway to higher education and beyond for student-athletes pursuing academic goals and competing in NCAA sports. More than 54,000 student-athletes experience the pinnacle of intercollegiate athletics by competing in NCAA championships each year. Visit ncaa.org and ncaa.com for more details about the Association and the corporate partnerships that support the NCAA and its student-athletes.

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SOURCE The Hershey Company