Boise State Athletics
Boise State Athletics and JLab Team Up with Top College Football Athletes as Part of New Class of NIL Playmakers
8/27/2026 3:15:00 PM | Football, General
National partnership reinforces Boise State's position among college football's premier programs and gives Bronco quarterback Maddux Madsen a national platform
BOISE, Idaho – Boise State Athletics and JLab, a leading personal technology and audio brand, today announced the fifth edition of JLab Playmakers, bringing together standout student-athletes from some of the most prominent programs in college football, including Arkansas, Boise State, Houston, Indiana, Ohio State, Oklahoma, Vanderbilt, and Washington.
The partnership places Boise State alongside a select group of nationally recognized college football programs and provides another platform for the Broncos and their student-athletes to connect with fans on a national stage, and secures JLab's elevation to Proud Partner of Boise State status.
Boise State quarterback Maddux Madsen was selected to represent the Broncos as a 2026-27 JLab Playmaker.
"Thank you to JLab for investing in Boise State and bringing together two national brands for this partnership," said Boise State Director of Athletics Jeramiah Dickey. "JLab has done a great job of finding like-minded partners and leveraging NIL to expand its reach, and we are so glad to be a part of this new group of schools while showcasing their technology to Bronco Nation. We are also proud of Maddux for developing his personal brand and can't wait to see what he does with JLab this year. What's Next!"
As a JLab Playmaker, Madsen will bring the brand to life throughout the season, appearing in JLab's social media, digital content, and marketing campaigns alongside some of the most recognizable student-athletes in college football. Additional elements of activation are JLab Jukebox, fan voting for a song of the game during Broncos football, and volleyball social content surrounding a call/play of the game.
"I'm excited to partner and serve as a JLab Playmaker along with such a great group of guys," said Boise State quarterback Maddux Madsen. "The technology is amazing, and I'm excited to share it with Bronco Nation and my teammates."
The campaign will feature JLab products throughout the college football season, highlighting student-athletes using JLab headphones, earbuds, and speakers as they prepare in the locker room and weight room, travel, train, and arrive at games. JLab will also continue its "From The Lab To the Field" content series, highlighting the personalities and journeys of its NIL roster.
The 2026-27 JLab Playmakers include:
- KJ Jackson, Quarterback, University of Arkansas
- Maddux Madsen, Quarterback, Boise State University
- Josh Hoover, Quarterback, University of Indiana
- Conner Weigman, Quarterback, University of Houston
- Bo Jackson, Running Back, Ohio State University
- Isaiah Sategna, Wide Receiver, University of Oklahoma
- Blaze Berlowitz, Quarterback, Vanderbilt University
- Demond Williams Jr., Quarterback, University of Washington
The campaign launched today, with fans able to follow the athletes' journeys throughout the season across JLab Instagram, TikTok, and YouTube accounts, as well as JLab Playmakers' social media accounts.
"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."
Launched in February 2024, JLab's College Name, Image and Likeness (NIL) program has partnered with more than 40 student-athletes across its first four Playmakers rosters, supporting athletes in reaching their goals on and off the field. JLab teamed with Learfield, the leading media and technology company powering college athletics, to secure intellectual property rights for the universities represented in the campaign.
"We're excited to see more of our partners activating in the NIL space," said Landon Day, vice president and general manager of Bronco Sports Properties. "Boise State's student-athletes are becoming top influencers in college sports, and their national reach and connection with fans create tremendous opportunities for our partners to drive engagement. Having Maddux represent Boise State alongside athletes from some of the most prominent programs in the country is another example of the national platform Bronco student-athletes have built."
The partnership continues Boise State's tradition of leveraging its national brand, passionate fan base and nationally recognized student-athletes to create opportunities that extend well beyond the playing field.
For more information about JLab's college sports program and to see the full roster of JLab Playmakers, please visit JLab.com/pages/college-sports.
