The Michigan High School Athletic Association approved an expansion of personal branding activities, also known as Name, Image, Likeness (NIL), for student-athletes at MHSAA member schools.
The new policy is effective immediately and provides athletes with more opportunities.
Previously, the MHSAA permitted some personal branding activities, such as student-athletes conducting camps, clinics, and private lessons.
The expanded policy now allows additional options, provided these activities are individual opportunities for individual students.
The policy aims to avoid disrupting competitive equity by prohibiting group activities, such as collectives or pay-for-play arrangements, common at the collegiate level.
The topic of personal branding has been discussed extensively with MHSAA members over the past three years.
The Council considered these rule changes following a 2023 proposal by the Michigan Legislature to allow student-athletes to use NIL rights and after monitoring similar developments in neighboring states.
The new policy permits activities including social media endorsements and promotions, personal appearances, photo sessions, autograph signings, modeling, advertising, merchandise, sports card sales, and the use of a student’s name, image, or likeness in marketing materials.
All personal branding activities must comply with MHSAA rules and school policies.
Student-athletes cannot capitalize on their athletic performance, awards, team participation, or competition results.
Additionally, they may not use school names, logos, mascots, trademarks, uniforms, or other intellectual property.
These activities cannot occur during school hours, MHSAA events, on school property, or be promoted on school media channels.
Schools, including coaches and staff, are prohibited from soliciting, arranging, negotiating, or promoting personal branding activities on behalf of student-athletes.
Violations may jeopardize the school’s MHSAA membership and render the student-athlete ineligible for competition.
Personal branding related to products, services, or industries deemed inappropriate or inconsistent with interscholastic athletics values—such as gaming, gambling, alcoholic beverages, or banned substances—is also prohibited.
All personal branding activities must be disclosed to the MHSAA within seven days of an opportunity or contract for review and approval. Schools may enforce stricter rules if they choose.