As Giannis Antetokounmpo finds himself at the center of trade rumors following the Milwaukee Bucks’ early playoff exit, NBA legend Shaquille O’Neal has weighed in with a strong message: big markets don’t matter anymore. With speculation linking Giannis to teams like the Los Angeles Lakers, O’Neal urged the two-time MVP to reconsider chasing a larger market, emphasizing that social media has changed the game.
Speaking on Good Word with Goodwill, O’Neal dismissed the idea that Antetokounmpo needs to leave Milwaukee for a bigger market to enhance his brand or legacy.
“I would tell him that, probably, a bigger market doesn’t matter. Social media is the market now,” O’Neal said.
He elaborated on the financial and mental toll of playing in a city like Los Angeles, stating,
“If you go to L.A., 50% of your contract goes to taxes, more pressure and more stress.” O’Neal, who famously left the Orlando Magic for the Lakers in 1996, acknowledged that times have changed. “When I was coming up, it was a small market that was too small, probably needed to go to a big market. But now, every market is the same. Nobody cares what city you’re in, this ain’t the ’90s.”
“Nobody cares what city you’re in anymore, this ain’t the 90’s.”
Shaq with some advice for Giannis 👀@VinceGoodwill | @SHAQ pic.twitter.com/ugstWMN0i7
— Yahoo Sports (@YahooSports) June 2, 2025
O’Neal’s comments reflect a broader shift in the NBA. In the past, big-market teams like the Lakers, New York Knicks, and Chicago Bulls held a significant advantage in attracting superstars due to their media exposure and endorsement opportunities. However, with the rise of social media and digital branding, players can build their global presence regardless of location.
Despite O’Neal’s advice, trade speculation surrounding Antetokounmpo continues to intensify. Reports suggest that the Lakers, San Antonio Spurs, and Toronto Raptors are among the teams interested in acquiring the Bucks superstar. As the NBA offseason approaches, Antetokounmpo faces a critical decision. Will he stay in Milwaukee and attempt to rebuild the Bucks? Or will he seek a fresh start in a new city?
