The company has also teamed up with Jel Sert to expand its global distribution.

NBA Hall of Famer Shaquille O’Neal has partnered with EnergIce, an innovator in the sports hydration, energy and recovery and maker of isotonic ice bars, to serve as a strategic advisor, brand stakeholder and global ambassador.

Authentic Brands Group, owner and manager of O’Neal’s IP, brokered the deal.

As the brand’s new strategic advisor, O’Neal will play an integral role in expanding the reach of EnergIce’s hydration products through a variety of partnerships, marketing and distribution channels.

“I partnered with EnergIce because they are a leading innovator in sports foods and beverages. Their premium ice bars have become a personal favorite and my go-to bar before and after a workout,” says O’Neal. “I am thrilled to partner with EnergIce and Jel Sert to expand their presence worldwide and share EnergIce’s superior products with my fans.”

The partnership also coincides with the expansion of EnergIce’s long-term manufacturing relationship with The Jel Sert Company, which will now include marketing, sales and global distribution of EnergIce products through Jel Sert’s key retail accounts, including at big box, convenience, grocery, drug, dollar and specialty stores worldwide.

“We are excited to have a powerhouse team in place to launch our products into market,” says Glenn Firestone, chief executive officer, EnergIce. “With our combined product expertise, retail prowess, and global reach we have set the stage for a successful debut to sports teams and health conscious individuals of all ages.”