Braden Smith is cashing in on a historic moment.
The Purdue Boilermakers senior guard has signed a new NIL deal with State Farm shortly after breaking the NCAA Division I all-time career assists record — a milestone that further cements his place among college basketball’s elite playmakers.
State Farm announced the partnership following Smith’s record-setting performance in Purdue’s NCAA Tournament win over Queens, where he surpassed former Bobby Hurley’s long-standing mark.
The deal will include Smith appearing in digital campaigns, social media initiatives and brand activations tied to State Farm’s “With the Assist” platform, which highlights teamwork and playmaking.
Braden Smith Embraces Team-First Identity in NIL Partnership
Smith said the partnership aligns naturally with his style of play.
“I’ve always believed that the best play you can make is the one that sets up a teammate for success,” Smith said in a statement sent to Heavy Sports via email. “Teaming up with State Farm just made sense because they share that same mindset of stepping up and being there to help others.”
State Farm has continued to invest heavily in college athletes through NIL, previously partnering with stars such as Caitlin Clark, JuJu Watkins and the Boozer twins.
Kristyn Cook, State Farm’s Chief Agency, Sales and Marketing Officer, said Smith’s approach embodies the brand’s values.
“Braden’s selfless style of play and commitment to elevating his team make him a strong ambassador for our brand,” Cook said. “Breaking the all-time assist record is an incredible achievement, and it reflects what we stand for: showing up with the assist when it matters most.”
Braden Smith Breaks NCAA Assist Record in Tournament Win
Smith set the record in the first half of Purdue’s 104-71 rout of Queens, recording his 1,077th career assist on a pass to Trey Kaufman-Renn with 12:11 remaining.
The moment drew a standing ovation from a crowd filled with Purdue fans, though Smith kept his reaction understated.
“I don’t think it’s really set in,” Smith said after the win and career milestone. “To me, it’s my job. You’re supposed to get guys the ball to go score.”
Smith finished the game with 26 points and eight assists, continuing a dominant stretch that has defined his senior season.
He is already the only player in NCAA history to record at least 1,500 points, 1,000 assists and 500 rebounds — a testament to his all-around impact.
Purdue Star Continues to Build Legacy
Smith’s rise has been one of the most notable development stories in college basketball.
Coming out of Westfield High School in Indiana, Smith won Indiana Mr. Basketball but only drew limited high-major offers, with Purdue emerging as his primary opportunity.
Under coach Matt Painter, Smith quickly became a cornerstone of the program, starting from his freshman season and helping lead the Boilermakers to multiple Big Ten titles and a national championship game appearance in 2024.
“It is surreal,” Painter said. “He’s an unbelievable passer. He makes the game look easy at times.”
NIL Era Rewards Braden Smith’s Playmaking Impact
Smith’s NIL deal reflects a broader shift in college athletics, where on-court performance and marketability increasingly intersect.
His record-breaking achievement, combined with his reputation as one of the nation’s most unselfish players, made him a natural fit for a brand centered on assists and teamwork.
The timing also amplifies his profile as Purdue continues its NCAA Tournament run, with Smith playing a central role in the team’s championship aspirations.
Braden Smith Balances Individual Milestones With Team Goals
Despite the individual accolades, Smith has remained focused on team success.
He credited his teammates for helping him reach the milestone, emphasizing the trust within Purdue’s system.
“People trust me with the ball in my hands,” Smith said. “My teammates trust me, and the coaching staff trusts me.”
With his legacy already secured in the record books, Smith now turns his attention to what could be the final and most significant achievement of his college career — leading Purdue to its first national championship.
Purdue Star Braden Smith Lands NIL Deal After Breaking NCAA Assist Record