Buddy Boeheim Lands Cereal Box Deal in Another First of the NIL Era

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Last Updated on September 4, 2021

Syracuse shooting guard Buddy Boeheim—son of longtime coach Jim Boeheim—has become the first student athlete featured in a traditional advertising campaign. Boeheim will appear both in a commercial for cereal brand Three Wishes and be featured on its box.

Three Wishes was able to move quickly on this deal because co-founder Ian Wishingrad is also the founder of ad agency BigEyedWish, which allowed them to cut out the time it would normally take for an agency and a client to come together on a campaign.

It’s the second time Boeheim has been part of an NIL first. He was also the first student athlete to sell his own merchandise that also included a university trademark. Working through The Players Trunk, he’s selling “Buddy Buckets” merchandise such as hoodies and t-shirts that have both his image and the Syracuse block “S” logo.

This week, Boeheim is also making news by donating the week’s earnings on Cameo to the Make-a-Wish Foundation.

The “Buddy Box” cereal is going into production now and will be sold in both stores and online.

Check out our list of NIL marketplaces for student athletes


  • Kristi Dosh

    Kristi A. Dosh is the founder of BusinessofCollegeSports.com and has served as a sports business analyst and contributor for outlets such as Forbes, ESPN, SportsBusiness Journal, Bleacher Report, SB Nation and more. She is also the author of a book on the business of college football, Saturday Millionaires. Kristi is a sought-after consultant and speaker on topics related to the business of college sports and a former practicing attorney. Click to learn more

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