DePaul University Athletics
DePaul Athletics partners with JABA to Support NIL Strategy
4/14/2026 10:00:00 AM | ATHLETICS, CHAMPIONSHIP EXPERIENCE
CHICAGO – DePaul Athletics has partnered with JABA, an artificial intelligence platform designed to help the Blue Demons remain at the forefront of the evolving name, image and likeness (NIL) and revenue-sharing landscape. JABA AI will support DePaul's NIL, digital strategy and content efforts by identifying brand partners whose target audiences align with each student-athlete's following, while also providing campaign analytics and streamlining the management of NIL deals.
JABA AI works by analyzing audience data to match student-athletes with brands seeking to reach similar demographics, then assisting in the creation of personalized pitch decks and customized proposals. The platform also tracks campaign performance in real time across social media, giving both student-athletes and administrators clearer insight into impact and market value. In addition, it enhances DePaul's ability to develop authentic, student-athlete-driven content that deepens fan engagement.
As another tool supporting DePaul's robust and comprehensive NIL program, JABA AI further strengthens an ecosystem built to educate and empower Blue Demon student-athletes. Grounded in the university's mission and values, DePaul's NIL program provides resources in branding, content creation, financial literacy, contract navigation and personal development, while also connecting student-athletes with brands, businesses and community partners through endorsements, appearances, digital campaigns and community initiatives.
"We are constantly evaluating our offerings, programs and technologies to ensure DePaul has every competitive advantage in the revenue sharing and NIL era," said Associate Athletics Director for NIL Strategy & Innovation Brett Sible. "After careful review, we found that JABA makes accessing, evaluating and strengthening NIL opportunities even easier for our student-athletes, which is critical given their busy schedules. It's another example of our commitment to ensuring our student-athletes have every tool they need to succeed."
At its core, DePaul's approach to NIL extends beyond transactions, emphasizing life skills such as financial management, long-term brand building and professional development to prepare student-athletes for sustained success beyond their playing careers. The addition of JABA AI enhances how opportunities are accessed, evaluated and executed, creating greater efficiency and impact within DePaul's NIL strategy.
"As NIL has evolved, so have the challenges that come with it," said JABA Chief Executive Officer Jordon Rooney. "The programs that invest in their student-athletes will always have an advantage, but without the right systems, it's difficult to fully support that. JABA was built to solve those problems, giving staff better tools to manage athletes, pitch opportunities, and operate more efficiently. From our first conversations, it was clear DePaul wanted to be at the forefront"
The partnership reflects DePaul Athletics' continued investment in innovation and its commitment to providing student-athletes with resources that support success on and off the court.
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ABOUT DEPAUL ATHLETICS
DePaul's 15 intercollegiate athletic teams compete in the NCAA Division I, BIG EAST Conference. DePaul University began sponsoring athletics teams in the early 1900's, with intercollegiate athletics coming to fruition in the 1920's. Legendary coach Ray Meyer helped put DePaul on the map in the 1970's as the men's basketball program helped elevate the university to national prominence. Through a bold new vision for the future, DePaul Athletics looks to become the premier program in the BIG EAST Conference through a focus on winning championships with integrity, building champion students through education and intentional development, and serving as a visible ambassador for DePaul University and the Chicago community. DePaul Athletics has a storied tradition and is uniquely positioned to support the university's mission and commitment to academic excellence, real-world experience, community engagement, and systemic change. Further, the department is steadfast in its commitment to grow the university's national exposure and enrollment.
ABOUT JABA
JABA helps athletic departments use AI to streamline athlete management and strengthen their NIL operations. By centralizing brand activity, deliverables, and reporting in one system, JABA replaces spreadsheets, manual coordination, and disconnected tools with a more organized and efficient approach. This allows programs to scale their NIL efforts more effectively while athletes stay focused on their sport.
