EAST LANSING - The Michigan High School Athletic Association approved an expansion of personal branding activities (PBA) for student-athletes, allowing them to benefit from various opportunities previously restricted.
The new policy, effective immediately for MHSAA member schools, includes activities such as social media endorsements, personal appearances, and merchandise sales. This decision follows extensive discussions over the past three years with school representatives and responds to state legislation proposed in 2023 regarding Name-Image-Likeness (NIL) opportunities for student-athletes.
The MHSAA had previously permitted some PB activities, including conducting camps, clinics, and private lessons. The expanded policy establishes that individual student-athletes can now engage in a broader range of activities, provided they do not disrupt competitive equity by forming groups or collectives, similar to those seen at the collegiate level.
Student-athletes cannot promote or engage in PB activities during school attendance or any MHSAA event, nor can they use school identifiers or logos in such promotions.
Schools must also refrain from involving coaches or staff in soliciting, arranging, or promoting PB activities for their student-athletes. Violations could jeopardize the school’s MHSAA membership and could render the involved student-athlete ineligible for MHSAA athletics.
All PB activities must be disclosed to the MHSAA at least seven business days before any contract acceptance, ensuring that there is a proper vetting process in place. Schools may implement stricter rules regarding PBA activities at their discretion.
Moving forward, student-athletes must comply with these guidelines as they explore new PBA opportunities under the revised policy. The MHSAA plans to monitor the impact of this expansion on competitive equity among member schools.