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<h1 align="right" style="text-align:right"><b><span style="font-size:9.0pt;font-family:"Aptos",sans-serif;text-decoration:none">BAYLOR ATHLETIC COMMUNICATIONS ¡V Aug. 12, 2025<o:p></o:p></span></b></h1>
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<p class="MsoNormal"><b><span style="font-size:13.0pt;font-family:"Arial",sans-serif;color:black">Baylor Partners with JABA to Power NIL in the Revenue Sharing Era</span></b><b><span style="font-size:13.0pt;font-family:"Arial",sans-serif;color:black"><o:p></o:p></span></b></p>
<p class="MsoNormal"><b><i><span style="font-size:10.5pt;color:black;background:white">JABA to Support Student-Athletes in Brand Management<o:p></o:p></span></i></b></p>
<p class="MsoNormal"><b><i><span style="font-size:10.5pt;color:black;background:white"><o:p> </o:p></span></i></b></p>
<p class="MsoNormal"><b><span style="font-size:9.0pt">For more information contact:
</span></b><span style="font-size:9.0pt">Brent Ingram; 210-845-8651, </span><a href="mailto:brent_ingram@baylor.edu"><span style="font-size:9.0pt">brent_ingram@baylor.edu</span></a><span class="MsoHyperlink"><span style="font-size:9.0pt">
</span></span><span style="font-size:9.0pt"> <o:p></o:p></span></p>
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<p class="MsoBodyText"><b><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">WACO, Texas --</span></b><span style="font-size:11.0pt;font-family:"Aptos",sans-serif"> Baylor Athletics is teaming up with JABA, the AI assistant built to support student-athletes
and the team behind them in managing their brands and bringing them opportunities.
<o:p></o:p></span></p>
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<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">As the college athletics landscape enters the era of revenue sharing, Baylor is taking a proactive step to ensure its student-athletes are equipped to succeed by adopting JABA¡¦s
AI technology to streamline its NIL operations.<o:p></o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif"><o:p> </o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">JABA acts as a digital assistant for student-athletes and administrators, simplifying everything from brand outreach to campaign tracking and compliance. JABA helps schools
bring structure, scale and smart automation to the NIL landscape.<o:p></o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif"><o:p> </o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">¡§At Baylor, we¡¦re committed to providing our student-athletes with innovative tools to help them succeed both on and off the field,¡¨ David Kaye, Baylor¡¦s Athletics General
Manager said. ¡§Partnering with Playfly and JABA¡¦s AI technology allows us to elevate how our student-athletes engage with their personal brands and navigate opportunities in this dynamic NIL era. This collaboration reflects our continued investment in their
growth, empowerment and long-term success.¡¨<o:p></o:p></span></p>
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<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">Through this partnership, Baylor will leverage JABA¡¦s AI to:<o:p></o:p></span></p>
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<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">¡´ Pitch student-athletes to brands with smart, scalable outreach.<o:p></o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif"><o:p> </o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">¡´ Track student-athlete performance through real-time social media and campaign metrics.<o:p></o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif"><o:p> </o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">¡´ Manage brand deals from negotiation through execution.<o:p></o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif"><o:p> </o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">¡´ Scale brand coaching so every student-athlete, across every sport, receives personalized support.<o:p></o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif"><o:p> </o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">¡´ Provide student-athletes with tools to confidently manage the business side of their careers.<o:p></o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif"><o:p> </o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">This partnership is established in collaboration with Baylor¡¦s multimedia rights partner, Playfly Sports, which helps schools like Baylor generate value through commercial
innovation. At the center of this initiative is Playfly Max, an advanced revenue engine designed to leverage the evolving NIL landscape and unlock new growth opportunities for schools. Through this partnership, Playfly¡¦s proprietary platform will integrate
with JABA, enhancing deal flow and increasing athlete exposure.<o:p></o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif"><o:p> </o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">¡§We¡¦re thrilled to integrate JABA¡¦s cutting-edge AI into our Playfly Max platform to enhance Baylor Athletics¡¦ NIL program,¡¨ said Jon Bishop, Head of Playfly Max. ¡§By combining
JABA¡¦s innovative brand management technology with Playfly¡¦s proven revenue strategies, we¡¦re positioned to maximize brand partnerships and visibility for Baylor student-athletes in this new era of college athletics.¡¨
<o:p></o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif"><o:p> </o:p></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">This partnership signals Baylor¡¦s continued investment in athlete development ¡X not just in sport, but in life beyond the game.<i><o:p></o:p></i></span></p>
<p class="MsoBodyText"><span style="font-size:11.0pt;font-family:"Aptos",sans-serif"><o:p> </o:p></span></p>
<p class="MsoBodyText" align="center" style="text-align:center"><i><span style="font-size:11.0pt;font-family:"Aptos",sans-serif">- BaylorBears.com -</span></i><i><span style="font-size:11.0pt;font-family:"Aptos",sans-serif"><o:p></o:p></span></i></p>
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<p class="MsoNormal"><b><span style="font-size:11.0pt;font-family:"Calibri",sans-serif;color:#385623;mso-ligatures:none">Brent Ingram</span></b><span style="font-size:11.0pt;font-family:"Calibri",sans-serif;color:#385623;mso-ligatures:none"> </span><span style="font-size:11.0pt;font-family:"Calibri",sans-serif;color:black;mso-ligatures:none">|
Associate AD for Communications</span><span style="font-size:10.0pt;font-family:"Calibri",sans-serif;color:black;mso-ligatures:none"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt;font-family:"Calibri",sans-serif;color:black;mso-ligatures:none">Department of Athletics | Baylor University</span><span style="font-size:10.0pt;font-family:"Calibri",sans-serif;color:black;mso-ligatures:none"><o:p></o:p></span></p>
<p class="MsoNormal"><span style="font-size:11.0pt;font-family:"Calibri",sans-serif;color:black;mso-ligatures:none">C: 210-845-8651</span><span style="font-size:10.0pt;font-family:"Calibri",sans-serif;color:black;mso-ligatures:none"><o:p></o:p></span></p>
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