MACAO – When Shaquille O’Neal landed in China supporting the Phoenix Suns, it wasn’t just for building his global brand. It was a message that he sees the massive potential in the bright future of the Suns after all of the recent roster moves.
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Sep 24, 2025; Phoenix, AZ, USA; Phoenix Suns guard Devin Booker (1), forward Dillon Brooks (3) and guard Jalen Green (4) pose for portrait during Media Day at PHX Arena. Mandatory Credit: Mark J. Rebilas-Imagn Images
The NBA’s second-largest market lives and breathes stars and legacy. Shaq is still revered there. So when he aligns himself with this new Suns core, it resonates far deeper than a press release. It’s culture meeting momentum. This story isn’t about a trip. It’s about the moment this team gets embraced internationally, with a legend also passing the torch to Devin Booker. The way Booker was supported in China was very reminiscent of the way Shaquille O’Neal has embraced his international brand built on hard work, community, and a full-of-life personality.
Shaquille O’Neal in Macao, China to support the Suns:
Shaq in the house and showing the guys love 🤝 pic.twitter.com/XbvepuVDD6
— Phoenix Suns (@Suns) October 11, 2025
In an NBA offseason marked by trades and speculation, the Suns have quietly built a team that appears dangerously balanced: Devin Booker, the face of the franchise and star scorer, who can return to being the main focal point in Phoenix. Dillon Brooks is the defensive agitator with something to prove. Along with Jalen Green, the electric Houston transplant who is poised to break out, Phoenix might have something cooking. But it’s Shaq’s sudden involvement that may turn Phoenix from playoff hopeful to global phenomenon. Who is better to help with building the hype around a newly formed team than NBA Hall of Famer, former Phoenix Suns Center, and NBA on TNT Commentator, Shaquille O’Neal?
Dec 9, 2008; Phoenix, AZ, USA; Suns center O’Neal (32) against the Milwaukee Bucks in the first quarter at US Airways Center. Mandatory Credit: Rick Scuteri-US Presswire
But beyond recent roster moves and analytics, it’s about impact. Shaq’s support adds emotional gravity. It tells Phoenix fans and fans around the league that this team isn’t just built for now, it’s built for everywhere.
Oct 3, 2025; Palm Desert, California, USA; Phoenix Suns guard Devin Booker (1) shoots past Los Angeles Lakers guard Dalton Knecht (4) during the second half at Acrisure Arena. Mandatory Credit: Denis Poroy-Imagn Images
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Reporter Benjamin Bliklen covers the Arizona Diamondbacks, Phoenix Suns, and Arizona Cardinals for Burn City Sports. You can follow him on his X account, @BenBliklen
