December 2025, West Lafayette, IN
WEST LAFAYETTE, Indiana - Purdue Athletics has partnered with JABA, an artificial intelligence platform tailored for the future of the name, image and likeness (NIL) and revenue sharing landscape. JABA AI will assist Boilermaker student-athletes and Boilermaker BrandWorks in brand opportunity outreach, campaign metrics and management of student-athlete deals.

JABA AI’s core functions include seeking out prospective brand opportunities for Purdue’s student-athletes, personalizing pitches and proposals for each Boilermaker and then tracking and tabulating campaign performance in real-time on social media.

“Our athletics department is committed to using new and emerging technologies to positively impact the Purdue student-athlete experience,” said deputy athletics director and chief operating officer Ken Halpin. “Artificial intelligence, generative data and other informative applications help guide human learning and decision making, and partnering with JABA gives us a powerful tool to utilize in the branding and marketing space. We are excited to continue innovating within the NIL landscape to keep Purdue Athletics on the cutting edge of what lies ahead.”

Boiler BrandWorks, Purdue’s in-house student-athlete marketing and brand-building unit, works in collaboration with Purdue Sports Properties to identify and attract local, regional and national NIL opportunities for Purdue’s student-athlete population. Those efforts will be bolstered with the added collaborative capabilities of JABA AI.

JABA’s platform will also assist Purdue’s student-athletes with backend management of their respective NIL deals as they move from start to finish throughout their years of eligibility.