The Michigan High School Athletics Association (MHSAA) just made a pretty big move for high school athletes. Now, they can actually earn money through Personal Branding Activities (PBA).
This new rule kicked in on January 27. It’s a shift from the Name, Image, and Likeness (NIL) policy that’s been the talk of college sports for a while.
Michigan’s the 47th state to roll out this policy, finally letting high school athletes cash in on their own personal brand. There are a lot of ways to do it, too.
Let’s get into what this new policy really means, who’s saying what, and why it’s got people talking.
Understanding Personal Branding Activities (PBA)
MHSAA’s decision to let high school athletes pursue Personal Branding Activities is a real turning point. Instead of just focusing on video games or jersey sales—like NIL at the college level—PBA covers a lot more ground.
Geoff Kimmerly, who handles communications for MHSAA, says the new rules include endorsements, merchandising, appearances, social media promotions, and honestly, a bunch of other stuff, too.
What PBA Allows
With the PBA policy, high school athletes can make money from things like:
- Endorsements
- Merchandising
- Appearances
- Social media endorsements
- Promotional events
- Teaching at camps and private lessons
- Merchandise sales
- Any use of their name, image, or personal brand
But there are rules in place to keep things fair.
Restrictions and Regulations
MHSAA wants to make sure this new policy doesn’t mess with the level playing field in high school sports. So they’ve set up some important restrictions.
Individual Endorsements Only
Group deals? Not allowed. Each branding activity has to be individual, so the perks go straight to the athlete, not a whole team.
No Pay-for-Play
Getting paid for performance is off the table. You can’t get money just for joining or staying at a certain school, which keeps things a bit more amateur, at least in theory.
Disclosure and Approval
Every PBA deal needs to be disclosed and approved by MHSAA within a week of signing. They’re not messing around with transparency here.
Prohibition on School Involvement
Schools can’t get in the middle of brand deals. No school staff helping out, and students can’t do these deals during class or on school property.
Implications for High School Athletes
This opens the door for high school athletes to actually profit from their personal brand while they’re still in school. It’s a big deal, especially for those who’ve already built up a following in their communities.
Potential Challenges
Still, there are some real worries about young athletes getting taken advantage of. Natalie Millman, a business junior who plays field hockey and works with Harrow Sports, isn’t entirely convinced high schoolers are ready for the business side of things.
*I do think it is an area where people can get exploited,* Millman said. *With there being such an age gap — unless the athlete has their parents involved or some sort of agent — I feel like typically around that age, you’re not comfortable enough to negotiate fair prices.*
Impact on College Recruitment
There’s some speculation that colleges might have to step up their NIL packages for recruits who’ve already made money in high school. It’s not clear yet, but it could shake up college recruiting in the future.
Future of NIL and PBA Policies
PBA in Michigan high schools feels like the natural next step after college sports legalized NIL. Will Hoey, a business junior and Michigan Sports Law Group’s VP of finance, thinks a lot of players missed out before this was an option.
*There are many players who could have benefitted from this development before, because they could have had enough name recognition in their local area or state that brands could have sought them out for deals earlier than the beginning of college,* Hoey said. *There seems to be a collective sentiment across state legislatures that there’s something that should be done, it just makes sense and it’s pretty much the logical next step after it became legal for college.*
Conclusion
The MHSAA has approved Personal Branding Activities for high school athletes. It’s a pretty big shift, honestly, and matches up with how sports and branding are changing these days.
Now, athletes can make money from their name, image, and likeness. That means more chances for young athletes to benefit from their own hard work and talent.
Sure, there are still rules and a few hurdles to watch out for. But at the end of the day, this move gives high school athletes more control over their brand—and maybe even their financial future.
If you want the nitty-gritty details, check out the full article on The Michigan Daily.
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