Syracuse, N.Y. -- Syracuse guard Buddy Boeheim will appear in commercials and on boxes of Three Wishes cereal, part of what industry experts say is another first of the name, image and likeness era in college sports.
Kristi Dosh, a writer with Business of College Sports declared the Three Wishes campaign to be “the first traditional ad campaign featuring a college athlete during the NIL era.”
It is the latest example of Boeheim being at the forefront as college athletes across the country take advantage of the elimination of many restrictions on how they can benefit financially from playing college sports.
Three Wishes cereal was co-founded by Ian Wishingrad, a 2008 Syracuse University graduate, who was looking to create a cereal that is low in sugar, high in protein and grain-free. The brand recently began being sold in Wegmans.
Buddy Boeheim, the son of head coach Jim Boeheim, liked the idea of pairing with another Syracuse graduate and began shooting the commercial about two weeks ago.
In it, Boeheim pretends to struggle with pronouncing “swishes” and “wishes,” while poking fun at his nickname of Buddy.
According to Dosh, they were able to put together an ad campaign so quickly because Wishingrad is also the founder of an ad agency, BigEyedWish, which helped speed the process.
Sports business reporter Darren Rovell reported earlier this month that Boeheim was the first college athlete to sell his own merchandise with a university trademark. The Players Trunk, co-founded by a former manager with the SU basketball team, is selling Buddy Buckets sweatshirts and t-shirts that include SU logos.
In addition to those efforts, Boeheim is recording Cameo video messages for fans and is currently charging $60 per call. He is donating the money from any call purchased this week to the Make-A-Wish Foundation.
Contact Chris Carlson anytime: Email | Twitter | 315-412-1639
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July 21, 2021 at 03:33AM
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Watch: Buddy Boeheim appears in cereal ad, part of 1st traditional ad campaign for college athlete in NIL era - syracuse.com
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