Amari Williams grew up across the Atlantic, where breakfast didn’t mean bacon, biscuits, or bagels. It meant Weetabix. Simple. Wholesome. A little bland to some. But to Williams, it was comfort.
So, during the NCAA tournament when the staff didn't think he had ate enough for breakfast, they asked what he grew up on. He replied Weetabix, and if you went to google that you aren't alone. Kentucky’s director of operations, Will Barton, tracked some down from an international store for them. After the win of over Illinois to get to the Sweet 16, Pope was asking Amari to tell the story. A bit of locker room levity. Pope joked about getting him an NIL deal.
A few laughs followed, it was a nice moment for a little laugh amidst all the stress of the tournament.
Then something curious happened.
Fans picked it up. The moment was shared. Then shared again. Someone tagged Weetabix. Then more. Within days, the cereal became a talking point on X (formerly Twitter). It climbed to the top of Amazon’s cereal rankings. And soon after, Weetabix responded.
They gave Amari Williams his own endorsement deal.
Yes, the center who just helped Kentucky topple Illinois in the NCAA Tournament got himself on a cereal box. And not just any box—a one-of-a-kind UK-themed edition.
According to the release, Weetabix and Williams teamed up to “celebrate Amari’s love of the UK breakfast cereal.” An image of the special box can be found here and the cereal company confirmed the new partnership.
For fans in the Bluegrass, it’s a fun moment in a season full of them. For Williams, it’s a small piece of home brought across the ocean.
And for Kentucky basketball, it’s another example of how small things—like breakfast—can turn into something special and start an NIL movement across the pond.
After all, this is Kentucky. The fans don’t just cheer. They make cereal stars? Never thought that would be typed, but hey you people are crazy, remember?