Shaq Is Back! Shaq-A-Licious SLAMS, A Slam Dunk Gummy Candy, Brings Big Flavor to Final Four® Weekend
Rhea-AI Summary
The Hershey Company (NYSE: HSY) announced Shaq-A-Licious SLAMS as the official gummy partner of the NCAA Tournament for a second straight year on March 31, 2026. Shaq-A-Licious SLAMS will appear during Final Four weekend with fan activations, product sampling, and a live Big Pod taping.
Planned activations include an Operation Homefront Walmart visit on April 2, a Shaq-A-Licious truck at the Tip-Off Tailgate April 3–6, and a Big Pod live episode on April 6. Product flavors include watermelon, strawberry, orange and sour mango.
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News Market Reaction – HSY
In the Mar 31 session, HSY declined 2.65%, reflecting a moderate negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Mar 19 | Reese’s promotion | Positive | -1.0% | Reese’s March Madness sweepstakes and Final Four fan activations launched nationwide. |
| Mar 10 | Product launch | Positive | -1.7% | Launch of Dot’s Original Snack Mix in multiple bag sizes across the U.S. |
| Mar 09 | Product launch | Positive | -1.0% | Limited-quantity Twizzlers Straws flavor inspired by Dirty Soda trend released. |
| Feb 10 | Olympics tie-in | Positive | -0.7% | Team USA-themed milk chocolate medals for Milano Cortina 2026 with digital campaign. |
| Feb 05 | Dividend declaration | Positive | +9.0% | Quarterly cash dividends declared on Common and Class B stock with long streak. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent marketing and product-launch news (Reese’s, Dot’s, Twizzlers, Team USA medals) often coincided with modest share price declines, while dividend news saw a notably positive reaction.
Over the past few months, HSY has issued a series of brand- and event-driven announcements, including Reese’s March Madness sweepstakes on Mar 19, 2026, Dot’s Original Snack Mix on Mar 10, 2026, and Twizzlers Straws on Mar 9, 2026. These coincided with small negative price moves. In contrast, the dividend declaration on Feb 5, 2026 aligned with a 9.03% gain. Today’s Shaq-A-Licious Final Four promotion fits the pattern of sports-tied marketing initiatives.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Shaq-A-Licious Returns as the Official Gummy of the NCAA® Tournament for Second Straight Year
Created in collaboration with The Hershey Company, Shaq-A-Licious SLAMS delivers a one-of-a-kind gummy experience that's inspired by Shaquille's love of basketball and big-kid energy. Each bag features multi-textural crunchy-coated gummy balls in watermelon, strawberry and orange flavors paired with a chewy sour mango hoop, designed to mimic the action of basketball, encouraging consumers to dunk the crunchy gummy balls into the sour mango hoop for their own sweet victory.
"I am thrilled to bring Big Pod and my Shaq-A-Licious gummies to Final Four weekend. It's a perfect combination of all the things I love, basketball, sweets and bringing people together," said Shaquille O'Neal. "SLAMS is about having fun. I want fans to stack it, slam it and snack it with me while we watch the future of basketball battle it out on the court."
A Slam-Dunk Weekend of Fan Experiences
To celebrate the partnership, Shaq-A-Licious SLAMS will host a series of activations during Final Four weekend:
- Operation Homefront Partnership with Walmart (April 2): Shaq-A-Licious SLAMS and Reese's are teaming up with the national nonprofit Operation Homefront to give back to military families. The Shaq-A-Licious truck will visit the Walmart Supercenter in
Greenwood, Ind. and provide candy and fun as Reese's NABC College All Star athletes shop alongside pre-selected military families with a$500 - Shaq-A-Licious SLAMS Truck at the NCAA Tip-Off Tailgate (April 3-6): Taking place on Georgia Street, this free, public event lets fans roll up to the Shaq‑A‑Licious truck for gummy samples, giveaways, and an interactive, candy‑inspired activation designed to capture the thrill of a slam dunk moment.
- Big Pod with Shaq Live Taping (April 6): Shaquille O'Neal will record a special live episode of his top-rated podcast Big Pod, celebrating the Final Four atmosphere and connecting with fans at the heart of college basketball's biggest stage.
FAQs
Where can I buy Shaq-A-Licious SLAMS?
You can find Shaq-A-Licious SLAMS at retailers nationwide and online, including Shaqalicious.com. They're perfect for game-day watch parties, tailgates and tournament celebrations. Also available: Shaq-A-Licious XL Gummies in Original, Sour and Sneaker Shapes.
How do I participate in Tip-Off Tailgate?
Tip-Off Tailgate is a free, public event. For hours of operation and additional details, visit https://www.ncaa.com/mens-final-four/overview.
Media:
Instagram: @shaqalicious_official
TikTok: @shaqaliciousofficial
Shaq-A-Licious SLAMS Product Images
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
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,
For more than 130 years,
To learn more visit www.thehersheycompany.com
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SOURCE The Hershey Company