Purdue's Braden Smith Breaks NCAA Assists Record, Signs Deal

When Braden Smith passed the ball to teammate Trey Kaufman-Renn eight minutes into Friday's game, he didn't just score another assist. He became the greatest passer in NCAA basketball history.

The Purdue guard broke Bobby Hurley's long-standing record with his 1,077th career assist during a tournament game against Queens. Within hours, State Farm announced a partnership deal with Smith through the NCAA Tournament.

The timing couldn't have been more perfect. State Farm's "With the Assist" campaign celebrates exactly what Smith does best: setting up teammates for success.

Smith's value goes beyond the court. His On3 NIL Valuation stands at $1.1 million, ranking him 10th among all college basketball players and 32nd across all college sports.

Why This Inspires

Smith's approach to basketball tells a different story than the usual sports headlines. While most players chase points and personal glory, he's built his legacy on making others better.

"I've always believed that the best play you can make is the one that sets up a teammate for success," Smith said in his announcement. That philosophy earned him a spot alongside athletes like Caitlin Clark and JuJu Watkins on State Farm's roster.

The partnership represents more than just marketing dollars. It shows that companies are recognizing and rewarding unselfish play in an era often focused on individual stats.

Smith proved he can do both. After breaking the record, he led Purdue with 26 points and eight assists in their victory, pushing the Boilermakers into the next round.

His week included another partnership with Great Clips and an existing deal with 2K Sports for NBA 2K26's college basketball expansion. Companies are lining up to work with an athlete who represents teamwork and consistency.

Purdue now prepares to face Miami on Sunday, with Smith leading a team built on the same values that made him a record holder: showing up when teammates need you most.