Shaquille O'Neal, aka Shaq, retired NBA player, former rapper & analyst on Inside the NBA. At 325lbs, he was one of the heaviest players ever to play in the league. He is a 4x NBA Champion, 3x NBA Finals MVP, 15x All-Star, & an NBA MVP. He is one of only 3 players to win NBA MVP, All-Star game MVP & Finals MVP awards in the same year. As a rapper, he has released 4 albums, with his first, Shaq Diesel, going platinum. He recently introduced an exclusive men's jewelry line for Zales.
Marketing of sports. Basketball fans and especially Shaquille O'Neal fans. They are sponsoring the NBA and Shaquille O'Neal. There isn't a price it is just advertising trying to get people to the event and it's promoting the NBA.