Indiana University Athletics
Indiana University Athletics and JLab Announce Partnership Extension as Part of Jlab’s 2026-27 College Sports Campaign
9/2/2026 9:11:00 AM | Football, Men's Basketball
BLOOMINGTON, Ind. — Indiana University Athletics and JLab have announced the expansion of their successful multi-year partnership, marking JLab's ongoing support as an official corporate partner of IU Athletics for the 2026–27 academic year. Building on previous seasons of collaboration across IU's football and basketball programs, this extended alliance further deepens the brand's footprint in Bloomington through enhanced Name, Image, and Likeness (NIL) integration and cutting-edge audio technology.
The extension of this agreement was secured by IU Athletics multimedia rightsholder IU Sports Properties.
Highlighting the Hoosiers' involvement in this year's initiative, Indiana quarterback Josh Hoover has been officially named a JLab Playmaker, joining the brand's prestigious third class of student-athlete ambassadors.
"We are thrilled to extend our valued partnership with JLab, a brand that consistently shares our pursuit of excellence and innovation," said IU Vice President and Director of Athletics Scott Dolson. "This ongoing collaboration continues to elevate the gameday experience for our fans while creating meaningful NIL opportunities that empower our student-athletes."
Throughout the 2026–27 season, JLab will maintain a prominent campus presence, engaging directly with students, alumni, and fans. As a JLab Playmaker, Hoover will appear in JLab's social media, digital content, and marketing campaigns alongside fellow college athletes from across the country.
As part of the extended agreement, the IU Football coaches' headsets will feature JLab technology and signage. Along with additional TV-visible signage and fan experiences, these touchpoints are designed to make JLab part of the sights and sounds of college football Saturdays at Merchants Bank Field at Memorial Stadium.
JLab's agreement with IU Athletics underscores its ongoing, industry-leading commitment to college athletics and the NIL landscape. JLab proudly collaborates with 16 partner schools across 13 states and six major conferences—including the Big Ten, SEC, ACC, Big 12, Pac-12, and Big East. Furthermore, JLab's 2026–27 Playmaker class features 14 college football athletes across six conferences, representing the largest single-season college athlete program of any audio brand on the market. JLab is entering its third football class, building on its highly successful previous rosters of college athletes spanning football as well as men's and women's basketball.
"College football is where performance, personality and culture come together, and sound is part of how athletes prepare, compete and celebrate," said Terra Teat, Chief Marketing Officer, JLab. "This Playmaker class brings together established national names and emerging talent, reflecting JLab's belief that high-performance technology should be accessible to every athlete and fan."
"JLab has been an outstanding partner for IU Athletics, consistently demonstrating a commitment to innovation, fan engagement, and student-athlete NIL. We are thrilled to extend and grow this partnership between JLab and Hoosier Nation," said IU Sports Properties General Manager Luke Reiff.
About JLab
JLab is an award-winning designer of personal audio—including earbuds, headphones, and microphones—and is the #1 accessible true wireless audio brand in America. Based in Carlsbad, California, JLab is dedicated to delivering high-performance technology, inspiring design, and innovative features without the luxury price tag.
About IU Athletics
Indiana University boasts a rich history of success in intercollegiate athletics. IU's 24 varsity programs have combined to capture 26 national team championships, including the 2025 College Football Playoff National title. IU Athletics is dedicated to developing leaders and champions in the classroom, in competition, and in the community.
About Learfield
Learfield is the media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a vast data and analytics footprint and insights into fan behavior to deliver a comprehensive suite of services through its core business units: digital ticketing, content, live events, data analytics, and corporate sponsorships.
The extension of this agreement was secured by IU Athletics multimedia rightsholder IU Sports Properties.
Highlighting the Hoosiers' involvement in this year's initiative, Indiana quarterback Josh Hoover has been officially named a JLab Playmaker, joining the brand's prestigious third class of student-athlete ambassadors.
"We are thrilled to extend our valued partnership with JLab, a brand that consistently shares our pursuit of excellence and innovation," said IU Vice President and Director of Athletics Scott Dolson. "This ongoing collaboration continues to elevate the gameday experience for our fans while creating meaningful NIL opportunities that empower our student-athletes."
Throughout the 2026–27 season, JLab will maintain a prominent campus presence, engaging directly with students, alumni, and fans. As a JLab Playmaker, Hoover will appear in JLab's social media, digital content, and marketing campaigns alongside fellow college athletes from across the country.
As part of the extended agreement, the IU Football coaches' headsets will feature JLab technology and signage. Along with additional TV-visible signage and fan experiences, these touchpoints are designed to make JLab part of the sights and sounds of college football Saturdays at Merchants Bank Field at Memorial Stadium.
JLab's agreement with IU Athletics underscores its ongoing, industry-leading commitment to college athletics and the NIL landscape. JLab proudly collaborates with 16 partner schools across 13 states and six major conferences—including the Big Ten, SEC, ACC, Big 12, Pac-12, and Big East. Furthermore, JLab's 2026–27 Playmaker class features 14 college football athletes across six conferences, representing the largest single-season college athlete program of any audio brand on the market. JLab is entering its third football class, building on its highly successful previous rosters of college athletes spanning football as well as men's and women's basketball.
"College football is where performance, personality and culture come together, and sound is part of how athletes prepare, compete and celebrate," said Terra Teat, Chief Marketing Officer, JLab. "This Playmaker class brings together established national names and emerging talent, reflecting JLab's belief that high-performance technology should be accessible to every athlete and fan."
"JLab has been an outstanding partner for IU Athletics, consistently demonstrating a commitment to innovation, fan engagement, and student-athlete NIL. We are thrilled to extend and grow this partnership between JLab and Hoosier Nation," said IU Sports Properties General Manager Luke Reiff.
About JLab
JLab is an award-winning designer of personal audio—including earbuds, headphones, and microphones—and is the #1 accessible true wireless audio brand in America. Based in Carlsbad, California, JLab is dedicated to delivering high-performance technology, inspiring design, and innovative features without the luxury price tag.
About IU Athletics
Indiana University boasts a rich history of success in intercollegiate athletics. IU's 24 varsity programs have combined to capture 26 national team championships, including the 2025 College Football Playoff National title. IU Athletics is dedicated to developing leaders and champions in the classroom, in competition, and in the community.
About Learfield
Learfield is the media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a vast data and analytics footprint and insights into fan behavior to deliver a comprehensive suite of services through its core business units: digital ticketing, content, live events, data analytics, and corporate sponsorships.
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