Amari Williams finally gets his picture on a Weetabix box with new NIL deal

Amari Williams and his custom Weetabix box (Original photo by Mont Dawson, Kentucky Sports Radio, Illustration by Weetabix)

Last week, Weetabix mania swept the Big Blue Nation after Amari Williams shared that the British cereal helped fuel his performance in Kentucky’s second-round win over Illinois. The Cats’ NCAA Tournament run may be over, but I’m happy to report that Williams and Weetabix are not.

On Instagram, Williams just posted a picture of a one-of-a-kind Weetabix box the brand designed for him as part of an NIL deal.

“Woke up a cereal box legend. Huge shoutout to @WeetabixOfficial for stepping up my breakfast game! Not gonna lie… this would look good on shelves.”

Weetabix also sent out a press release about the partnership featuring this quote from Williams, who was born in Nottingham, England.

“Growing up in the UK, Weetabix was always a part of my mornings. It gave me the energy I needed, and I was so excited to find it here in the U.S. It goes without saying that getting to work with Weetabix is something my younger self would have never imagined.”

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A post shared by Amari Williams (@amariwillixms)

After Kentucky’s win over Illinois on March 23, Williams revealed that he swapped his usual road game breakfast for Weetabix, the cereal his parents forced him to eat growing up. After it resulted in an eight-point, ten-rebound, six-assist, and three-block performance vs. the Fighting Illini, Kentucky fans made Weetabix the No. 1-selling cold cereal on Amazon. All week, fans posted pictures and videos of themselves trying Weetabix in support of Williams and the Cats. CBS Sports even followed the story, with camera crews capturing video of Mark Pope and Brandon Garrison enjoying it with Williams and sideline reporter Evan Washburn sampling it during the Tennessee game.

On the day of Kentucky’s Sweet 16 game vs. Tennessee, Weetabix teased that a partnership was in the works. Unfortunately, they couldn’t get it done by tipoff, but I’m glad to see it finally came to fruition. Williams’ college career may be over, but there’s no reason he shouldn’t get some of that wheat, so to speak.