Kentucky’s Amari Williams is taking his NIL (Name, Image, and Likeness) deal to new heights—and it’s not just on the court.

Earlier in March Madness, Kentucky head coach Mark Pope revealed that Williams had "incredible energy" as of late, and it's ...

Sideline reporter Evan Washburn dipped his spoon into a bowl of Weetabix. Why? Because Kentucky center Amari Williams is a ...

Weetabix has become a household name in the Bluegrass since Amari Williams credited it for his performance vs. Illinois in ...

An English breakfast cereal apparently helped fuel Kentucky's journey to the Sweet 16. On Sunday, 3rd-seeded Kentucky ...

Weetabix rapidly rose in popularity after getting a shout out from Williams following UK’s second round victory over Illinois ...

Kentucky basketball actually had some extra help in their win over Illinios on Sunday, which has led them to a Sweet 16 ...

A random anecdote from the Kentucky men's basketball team during March Madness has sent a cereal brand's stock skyrocketing.

It could be the cereal he eats, called Weetabix. Williams, who is a native of Nottingham, England, revealed he ate some ahead of one of Kentucky's tournament games. Let's learn more about ...

Fan bases are what make college athletics the amazing thing they are, and Kentucky's Big Blue Nation is the best fan base in ...