JLab strengthens investment in college sports through new program, NIL deals

JLab, through partnerships facilitated by Learfield, expanded its NIL footprint and focus on college sports through a new program that supports 17 Division I schools and 16 athletes across men’s and women’s sports.

The college sports program supports top national programs like UCLA, Duke, Gonzaga, Indiana, Oklahoma, St. John’s, TCU, Vanderbilt, Arkansas and Minnesota and includes coach’s headsets, in-stadium and arena signage, college athlete NIL deals and fan engagement sweepstakes and more.

The JLab college program signed 16 athletes across eight different universities and aims to build the Team JLab roster to more than 50 student-athletes across all sports, both men’s and women’s.

“By investing in the next generation of athletes, we aim to provide players with the best support and resources they need to excel both on and off the field,” Terra Teat, JLab CMO, said in a news release. “Through this program, we hope to cultivate a sense of community and camaraderie among players and fans. We believe this initiative will not only elevate the experience for athletes but also create unforgettable moments for fans.”

Who’s involved in JLab NIL deal?

The first group of athletes to join the JLab roster is highlighted by San Diego State standout Lamont Butler, who will forever be a March Madness hero for his efforts in the 2023 NCAA tournament.

The partnerships also include other future NBA draft picks like Sean Stewart at Duke and Taylor Bol Bowen at Florida State. A handful of top women’s basketball stars, such as UCLA’s Lauren Betts and Charisma Osborne are involved.

“It’s incredible to have a brand like JLab that fits in my life as an athlete and student,” Betts said in a news release.

JLab built the NIL roster with assistance from Learfield – the media and technology company powering college sports – who is the athletics multimedia rights holder for nearly all participating schools.

Many of the players involved in the NIL deal have promoted JLab throughout the basketball season and it’s a savvy move to bring further attention to the deals ahead of March Madness.

The players involved in the deals include:

• Rylan Griffen – Alabama basketball
• Sean Stewart – Duke basketball
• Taylor Bol Bowen – Florida State basketball
• DeAmez Ross – Florida State baseball
• Nolan Hickman – Gonzaga basketball
• Bruce Thornton – Ohio State basketball
• Lamont Butler – San Diego State basketball
• Jillian Archer – St. John’s women’s basketball
• Cruz Davis – St. John’s basketball
• Tara Daye – St. John’s women’s basketball
• Joel Soriano – St. John’s basketball
• Dylan Andrews – UCLA basketball
• Lauren Betts – UCLA women’s basketball
• Will McClendon – UCLA basketball
• Charisma Osborne – UCLA women’s basketball
• Devin Williams – UCLA basketball

Sean Stewart, Lamont Butler building strong NIL brand

While he’s not starting yet at Duke, Sean Stewart arrived as one of the country’s most heralded recruits and is already breaking records for the Blue Devils. The former top-20 recruit holds the Duke program record for standing vertical at 36 inches. He broke the previous mark – 35.5 inches – held by Zion Williamson.

The JLab partnership is his third national-level NIL deal. He’s previously promoted CVS Pharmacy and G Fuel. He also has a strong On3 NIL Valuation of $231,000. That figure is boosted largely by his personal NIL deal success along with Duke’s roster value.

Butler is also an NIL success story at San Diego State.

Along with the new deal with JLab, Butler recently became a brand partner with Reebok. He’s also promoted CVS, Nékter Juice Bar and Urban Outfitters since his one shining moment in last year’s run to the championship game.