As the college basketball season kicks off, anticipation builds in Lawrence for the top-ranked Kansas Jayhawks first significant test of the year. They’re set to face the ninth-ranked North Carolina Tar Heels in a matchup that promises to be anything but ordinary. For Jayhawks’ standout KJ Adams, this game isn’t just a showcase; it’s the beginning of what he and his fans hope will be an unforgettable season. Adams has his eyes on the prize, entering the season with ambitious goals for himself and his team.
This game holds a special significance beyond the court, thanks to a prominent NIL activation by JBL, one of Adams’ top sponsors. The audio equipment powerhouse, known for its JBL Campus program, will host an extensive, multi-day activation around the KU-UNC showdown. With activities designed to celebrate the spirit of college sports, JBL’s presence will enhance the experience for fans in Lawrence, bringing together music, community, and the excitement of a premier basketball rivalry. Adams, a JBL Campus ambassador, isn’t just a face in this partnership; he’s genuinely invested in the brand’s mission and values.
“With the UNC game coming up, I’ve been dialing in my focus—practicing hard and getting in the zone. I throw on my JBL headphones and dive into my pre-game playlist to get my head in the game.” Adams shared about his preparation. “Having JBL supporting us here at KU feels like they’re right alongside us as we gear up for something big. Their presence is definitely going to make the whole experience even better.”
JBL’s three-day activation is set to bring Lawrence to life, kicking off at Nebraska Furniture Mart on Wednesday, where fans can immerse themselves in games, grab JBL swag, and get pumped for Friday’s game. The JBL truck then moves to the KU Campus Bookstore on Thursday, offering students a break between classes with mini-golf, basketball challenges, and a chance to meet JBL ambassadors. Finally, JBL will take over Allen Fieldhouse on game day, creating an atmosphere with music, giveaways, and pre-game festivities to satiate a ravenous crowd.
JBL’s commitment to KU’s campus experience goes beyond standard sponsorship and extends a lasting impression on athletes and fans. Through its immersive activations, JBL supports Adams in building his brand and strengthens its presence in the college sports space, showing fans that NIL partnerships can be mutually enriching for everyone involved. For fans in Lawrence, this game isn’t just a clash between juggernauts; it’s a celebration of sports, community, and the ever-growing possibilities of NIL.
