Weetabix finally tweeted about Amari Williams: "Something big is coming..."
It took almost five days, but Weetabix is finally acting on what could be the easiest NIL deal of all time, or at the very least, some free promotion. The English cereal company finally tweeted about Amari Williams this afternoon, four days and 17 hours after the seven-foot Brit shared that Weetabix fueled his big performance in Kentucky’s win over Illinois in the second round of the NCAA Tournament.
“We hope Amari’s remembered to have the real GOAT breakfast today 🏀🥣#HaveYouHadYours,” the brand wrote, quote-tweeting the video of Williams talking about the cereal on Sunday night.
They also replied to the tweet with this cryptic message: “We’ve heard you. Something big is coming …”
It’s about time. On Monday, Kentucky fans made Weetabix the No. 1-selling cold cereal on Amazon. It’s No. 3 today, but sales are still way up from before Williams’ (free!) endorsement. On Saturday, the brand was averaging around 300 units per day on Amazon; on Monday, that soared to nearly 900 units. Today, it’s around 550, which is still pretty darn good for a cereal I bet 95% of BBN didn’t know existed this time last week.
All week, social media has been flooded with pictures and videos of fans trying the whole-grain biscuits. It’s been one of the biggest storylines here in Indianapolis, proof of how much Kentucky fans love this team and how desperate we are for a fun March run. I can’t tell you how many pictures I received this morning of fans eating if for their gameday breakfast, heeding Mark Pope’s call.
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On Tuesday, I finally heard from someone in Weetabix’s camp, who said that the brand was aware of Williams’ shoutout but had not heard from Kentucky directly.
“With a number of big basketball fans at Post Consumer Brands, word of Amari’s interview started making the rounds Sunday night,” Weetabix’s representative told KSR. “There’s been a fun energy inside the company the last few days as it’s incredibly cool to have Weetabix be included in conversations around something like the NCAA Tournament.”
As recently as yesterday’s media session, Williams said he does not have an NIL deal with Weetabix. He’s an international student, which makes it a little more complicated, but hopefully, Weetabix’s tweet means the ball is finally rolling.
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