The biggest stars in the NBA are often recognized in the simplest terms: Wilt, Magic, Michael.
And now there is Shaq, the newest star in a league that markets its players better than any other sport.
Shaquille O'Neal's appeal seems even larger than his 7-foot-1, -- 303-pound frame.
He makes $7 million a year as a center for the Orlando Magic, but the latest estimate of his income from long-term endorsements is $70 million, with products that include Reebok, Pepsi, Spalding, Kenner Toys and Scoreboard trading cards.
Supported by his own business firm, Management Plus Enterprises, O'Neal already has his personalized logo, a signature ball and his own line of...