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.
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.
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