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

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