Syracuse, N.Y. - Syracuse Orange player Buddy Boeheim will appear in advertisements and on the box of "Three Wishes" cereal.
Three Wishes cereal was co-founded by an SU grad and recently showed up on the shelves of Wegmans stores.
This comes after Boeheim was the first college athlete to sell his own merchandise "Buddy Buckets" shirts and his "Cameo" video messages for fans.
The NCAA has changed its rules, allowing players to profit off the use of their names, images and and likenesses.