JABA x Baylor

August 2025 — Waco, TX
WACO, Texas -- Baylor Athletics is teaming up with JABA, the AI assistant built to support student-athletes and the team behind them in managing their brands and bringing them opportunities. 
 
As the college athletics landscape enters the era of revenue sharing, Baylor is taking a proactive step to ensure its student-athletes are equipped to succeed by adopting JABA's AI technology to streamline its NIL operations.
 
JABA acts as a digital assistant for student-athletes and administrators, simplifying everything from brand outreach to campaign tracking and compliance. JABA helps schools bring structure, scale and smart automation to the NIL landscape.
 
"At Baylor, we're committed to providing our student-athletes with innovative tools to help them succeed both on and off the field," David Kaye, Baylor's Athletics General Manager said. "Partnering with Playfly and JABA's AI technology allows us to elevate how our student-athletes engage with their personal brands and navigate opportunities in this dynamic NIL era. This collaboration reflects our continued investment in their growth, empowerment and long-term success."
 
Through this partnership, Baylor will leverage JABA's AI to:
 
● Pitch student-athletes to brands with smart, scalable outreach.
 
● Track student-athlete performance through real-time social media and campaign metrics.
 
● Manage brand deals from negotiation through execution.
 
● Scale brand coaching so every student-athlete, across every sport, receives personalized support.
 
● Provide student-athletes with tools to confidently manage the business side of their careers.
 
This partnership is established in collaboration with Baylor's multimedia rights partner, Playfly Sports, which helps schools like Baylor generate value through commercial innovation. At the center of this initiative is Playfly Max, an advanced revenue engine designed to leverage the evolving NIL landscape and unlock new growth opportunities for schools. Through this partnership, Playfly's proprietary platform will integrate with JABA, enhancing deal flow and increasing athlete exposure.
 
"We're thrilled to integrate JABA's cutting-edge AI into our Playfly Max platform to enhance Baylor Athletics' NIL program," said Jon Bishop, Head of Playfly Max. "By combining JABA's innovative brand management technology with Playfly's proven revenue strategies, we're positioned to maximize brand partnerships and visibility for Baylor student-athletes in this new era of college athletics."  
 
This partnership signals Baylor's continued investment in athlete development — not just in sport, but in life beyond the game.