November 2025 — New York, NY
New York, NY -- Athletes Unlimited, which owns and operates professional women’s softball, volleyball, and basketball leagues featuring world-class competition and fan experience, is partnering with JABA, an AI platform built to make life easier for athletes and the teams behind them. JABA helps organizations support athletes in building their brands, project-managing their deliverables, and staying organized with everything outside their sport.

JABA functions as a digital assistant for athletes and staff, simplifying everything from brand outreach to workflow management. The platform streamlines operations and helps teams stay on top of tracking athlete brand growth.

“We’re excited to partner with JABA to equip our athletes with strong brand management tools. JABA helps fill a void in the athlete community by working with AI-driven technology to deliver individual, tailored feedback to help athletes strengthen their social presence.” — James Zehren, Sr. Manager, Athlete & Content Marketing, Athletes Unlimited

This collaboration builds on Athletes Unlimited’s commitment to elevating athlete empowerment and brand development. Since launching its innovative player-driven pro leagues in 2020, AU has redefined the athlete experience, from its player-centric scoring model to its Player Executive Committees.