Prepare a 9x13-inch baking pan by coating with nonstick spray.
In a large bowl, whisk together 3 cups of flour, baking powder, baking soda, and salt. Set aside.
In the bowl of a stand mixer fitted with the paddle attachment, cream the butter, 1 cup granulated sugar, and ½ cup brown sugar until light and fluffy.
Add the eggs one at a time, scraping the bowl after each addition, and mix until fully incorporated.
Add the sour cream and vanilla.
Follow with the flour mixture, stopping when just combined.
Transfer the batter to the prepared baking pan, spreading to smooth the top.
Spoon large dollops of peach jam over the surface of the batter.
Use a toothpick or a knife to swirl the jam, leaving some large pockets in places.
In a small bowl, combine the crumble ingredients, working with your fingers until a crumbly texture forms.
Sprinkle the crumble over the surface of the cake.
Transfer the pan to the oven and bake until a toothpick inserted into the center comes out clean, about 45 minutes.
Remove the coffee cake from the oven and let it cool before slicing and serving.