MHSAA Expands NIL Rules, Allowing High School Athletes to Earn Through Personal Branding

EAST LANSING, MI — January 27, 2026

By Jordan Clay | DVS Reporter

High school athletes in Michigan can now earn money through a wider range of personal branding opportunities after the Michigan High School Athletic Association approved an expansion of its rules governing Name, Image and Likeness (NIL), also referred to as Personal Branding Activities (PBA).

The MHSAA Representative Council approved the change this week, allowing student-athletes at member schools to benefit financially from individual branding opportunities, effective immediately.

Previously, MHSAA rules permitted limited personal branding activities, such as hosting camps, clinics or private lessons. Under the expanded policy, athletes may now earn compensation through social media endorsements, personal appearances, photo sessions, autograph signings, modeling, advertising, merchandise and apparel sales, and other uses of their name, image or likeness.

Individual Opportunities Only

MHSAA officials emphasized that all personal branding activities must remain individual opportunities for individual student-athletes, and cannot involve group deals, collectives or pay-for-play arrangements similar to those seen at the collegiate level.

The policy change follows more than three years of discussion between the association and its member schools. The topic gained additional attention in 2023 when the Michigan Legislature proposed amendments related to NIL, prompting the MHSAA to closely monitor developments in surrounding states.

“We have said from the start of this conversation that the MHSAA could be comfortable with a policy that provides individual branding opportunities for individual student-athletes,” MHSAA Executive Director Mark Uyl said in a statement. “This rule change provides those opportunities while excluding collectives, boosters and school personnel from being involved.”

Key Restrictions Still Apply

While the new policy opens additional opportunities, strict limitations remain in place to protect competitive equity and school integrity.

Under MHSAA rules:

• Personal branding compensation cannot be based on athletic performance, awards, team participation or competition results.

• Student-athletes may not use school names, logos, mascots, uniforms or other school or MHSAA intellectual property.

• Branding activities cannot take place during school hours, practices, games or any MHSAA-sanctioned events, and may not occur on school property.

• Deals cannot be promoted through school media channels.

• Coaches, athletic directors, booster clubs and school employees may not solicit, negotiate or promote NIL opportunities for athletes.

Violations of these rules could jeopardize a school’s MHSAA membership and result in athlete ineligibility.

“The MHSAA will guard the competitive equity we have promoted for more than 100 years,” Uyl said. “We will take seriously any attempts to break or blur this rule.”

Disclosure Required

All NIL or personal branding agreements must be disclosed to the MHSAA within seven days for review and approval. While the statewide policy establishes minimum guidelines, individual schools are permitted to adopt stricter local rules if they choose.

Certain categories remain prohibited, including branding tied to gambling, alcohol, banned substances, or other products and industries deemed inappropriate or inconsistent with interscholastic athletics.

More information, including detailed examples and frequently asked questions, is available on the MHSAA’s Name, Image and Likeness webpage.All NIL or personal branding agreements must be disclosed to the MHSAA within seven days for review and approval. While the statewide policy establishes minimum guidelines, individual schools are permitted to adopt stricter local rules if they choose.

Certain categories remain prohibited, including branding tied to gambling, alcohol, banned substances, or other products and industries deemed inappropriate or inconsistent with interscholastic athletics.

More information, including detailed examples and frequently asked questions, is available on the MHSAA’s Name, Image and Likeness webpage.