We will never forget Shaquille O’Neal. Even six years after his playing career ended.

How could we, when the Big Pitch Man is appearing on television all the time?

I count at least three advertising campaigns he is leading — for The General insurance company, for Icy Hot pain-killing lidocaine cream and patches (10 years and counting) and Gold Bond powder spray “for men”.

He also has his sometimes controversial TNT show with Charles Barkley, and seems up for pretty much any publicity oriented appearance. Presumably, as long as he is getting paid.

How does this work when the man has something less than perfect diction?

Because American consumers tend to trust him and believe he is a fun, clever and non-threatening guy, it would appear, despite him being an absolutely enormous human being.

He also seems to crave attention. (Imagine Kareem Abdul-Jabbar doing insurance commercials.)

We get a batch of U.S. stations as part of our cable plan in France, and the three commercial spots he is endorsing seem to be on night after night.

There is Shaq with a little cartoon character in uniform — The General — who might be modeled on Gen. George Patton, had Patton worn an enormous mustache.

There is Shaq holding up the Icy Hot and the Gold Bond, and would he lie to us? Of course not.

We know, intellectually, that Shaq no longer plays basketball, but consumers have become so accustomed to him that advertisers seem to seek him out to stimulate sales, whether it is insurance or body-care products.

So, yes, he no longer plays basketball but, no, he has not left the stage. Have to give him credit for figuring that out. Remaining relevant doesn’t work out for the majority of NBA retirees.