Purdue Star Braden Smith Lands NIL Deal After Breaking NCAA Assist Record

Braden Smith's record-breaking performance and team-first approach make him a perfect fit for State Farm's 'With the Assist' platform.

Mar. 21, 2026 at 6:33pm

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Purdue senior guard Braden Smith has signed a new NIL deal with State Farm shortly after breaking the NCAA Division I all-time career assists record during the NCAA Tournament. The partnership will feature Smith in digital campaigns, social media initiatives and brand activations tied to State Farm's 'With the Assist' platform, which highlights teamwork and playmaking.

Why it matters

Smith's record-breaking achievement and reputation as one of the nation's most unselfish players make him a natural fit for a brand centered on assists and teamwork. The timing of the NIL deal also amplifies his profile as Purdue continues its NCAA Tournament run, with Smith playing a central role in the team's championship aspirations.

The details

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, saying 'I don't think it's really set in. 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.

  • Smith broke the NCAA all-time assist record on March 21, 2026 during Purdue's NCAA Tournament win over Queens.

The players

Braden Smith

A senior guard for the Purdue Boilermakers who recently broke the NCAA Division I all-time career assists record.

Matt Painter

The head coach of the Purdue Boilermakers, who praised Smith as an 'unbelievable passer' whose game 'looks easy at times.'

Trey Kaufman-Renn

A Purdue player who received the record-breaking assist from Braden Smith.

Kristyn Cook

The Chief Agency, Sales and Marketing Officer at State Farm, who said Smith's 'selfless style of play and commitment to elevating his team make him a strong ambassador for our brand.'

Caitlin Clark, JuJu Watkins, Boozer twins

Other college athletes who have previously partnered with State Farm through NIL deals.

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What they’re saying

“I've always believed that the best play you can make is the one that sets up a teammate for success. Teaming up with State Farm just made sense because they share that same mindset of stepping up and being there to help others.”

— Braden Smith

“Braden's selfless style of play and commitment to elevating his team make him a strong ambassador for our brand. 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.”

— Kristyn Cook, Chief Agency, Sales and Marketing Officer, State Farm

“I don't think it's really set in. To me, it's my job. You're supposed to get guys the ball to go score.”

— Braden Smith

“It is surreal. He's an unbelievable passer. He makes the game look easy at times.”

— Matt Painter, Head Coach, Purdue Boilermakers

What’s next

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.

The takeaway

Braden Smith's NIL deal with State Farm reflects the growing intersection between on-court performance and marketability in the new era of college athletics. His record-breaking achievement and team-first approach make him an ideal ambassador for a brand centered on assists and teamwork.