SAN DIEGO -- San Diego State football stars Jayden Denegal, the Aztecs’ new starting quarterback, and Trey White, the Mountain West pre-season Defensive Player of the Year, have inked a name, image, and likeness (NIL) deal with JLab, the Carlsbad-based leader in personal technology products.
Denegal, a junior transfer from Michigan, is set to lead SDSU’s offense this season, while White, coming off a breakout 12.5-sack season, anchors the defense as one of the nation’s top EDGE rushers.
"This partnership is a win-win for our student-athletes and the university," said Brenden Hill, Assistant AD for NIL and SA Development at SDSU. "Empowering players like Jayden and Trey to maximize their NIL potential while aligning with respected brands like JLab reflects the forward-thinking direction of Aztec Athletics. We are proud to support initiatives that elevate both our student-athletes and our program."
Through the partnership, the Aztec standouts will promote JLab’s innovative audio products in social campaigns, fan events, and community appearances. The duo joins a growing roster of top college athletes from across the nation who are working with JLab to amplify the brand
“We’re thrilled to welcome Jayden and Trey to the JLab Playmaker roster,” said Terra Teat, CMO. “Their dedication to their craft, both on and off the field, perfectly embodies the JLab spirit. We can’t wait to see them lead the Aztecs to victory this season.”
JLab teamed up with leading media rights and venue development company, JMI Sports, at the beginning of 2024 to secure intellectual property (IP) rights for SDSU Athletics. JMI Sports, operating locally as SDSU Athletic Partnerships, is SDSU Athletics’ exclusive multimedia rights partner. The team played a key role in aligning JLab with SDSU Athletics, driving new revenue opportunities and expanding NIL visibility for standout players like Denegal and White.
“Since launching our partnership with SDSU Athletics in 2021, our focus has been on creating value for the athletics department and enhancing the student-athlete experience through intentional, integrated brand collaborations,” said Nick Maranda, Vice President, Partnerships at SDSU Athletic Partnerships. “As the NIL landscape evolves, we are proud to have supported this collaboration with JLab to create an example of how thoughtful partnerships can optimize visibility and drive value for everyone involved.”
About JLab
JLab imagines and delivers the personal technology products that consumers want. With our line of personal audio gear and office accessories, we’re innovating absolutely everything to make way better personal tech. Based in San Diego, we’ve been offering the right sound, the right features, and the right value since 2005. Learn more at http://jlab.com
About JMI Sports
JMI Sports is a leading media rights and venue development company that provides management of collegiate multimedia rights, sponsorship sales agency representation, and project management expertise for the development of collegiate and professional sports facilities. The company serves to maximize each client’s economic potential through customized initiatives, from marketing and branding solutions to facility design strategies.
JMI Sports’ signature collegiate multimedia rights partnerships include the University of Kentucky, the University of Utah, UCLA, the University of Pennsylvania, the University of Pittsburgh, Harvard University, DePaul University, Columbia University, San Diego State University, University of California at San Diego, and joint-venture properties of the University of Georgia (with Learfield), and University of Notre Dame (with Legends). JMI Sports also represents multimedia rights for several conferences, including the Ivy League, the Mid-American Conference, the Mountain West Conference, the Patriot League and the Atlantic 10, and serves as third-party sales representation for premier sports properties, venues, and events including the Breeders’ Cup, Rupp Arena at Central Bank Center, the Rose Bowl, and the Penn Relays.
JMI Sports was founded in 2006 by CEO Erik Judson and technology entrepreneur John Moores, former owner of the San Diego Padres. To learn more, please visit www.jmisports.com.