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Overview

Personal Branding Activity (PBA) is another term for describing the MHSAA’s name, image, and likeness (NIL) rule. A student-athlete can earn compensation through personal branding, including endorsements, appearances, social media promotions, and other similar activities. To put it simply, students are allowed to earn compensation from PBA, which are individual opportunities for individual students. 
 
This page is just an overview of the rule. For the full policy language, please read the rule in its entirety. 

What Is Allowed?

A student-athlete may earn compensation from the individual use of their personal PBA, including activities such as commercials, product endorsements, personal appearances, autograph or photo sessions, merchandise, sports cards, apparel sales, group licensing, personal logos, or acting as a social media influencer. These must be individual opportunities for individual student-athletes.

What Is Not Allowed?

A student-athlete shall not use the name, logos, mascots, trademarks, or other obvious identifiers of the MHSAA or any MHSAA member school or use the facility or property of any member school. A student-athlete should not imply that the member school or the MHSAA approves of or endorses the PBA.
 
A PBA is not “pay for play.” PBA compensation should not be contingent on specific athletic performance and shall not be provided as an inducement to attend or remain at a particular school. PBA compensation shall not be provided, facilitated, or arranged, directly or indirectly, by an MHSAA member school or “Associated Entity or Individual.”
 
The student may not engage in any PBA associated with products, services, individuals, companies, or industries deemed inappropriate, unsafe, or inconsistent with the values and goals of interscholastic athletics
 
The student-athlete/parent/guardian is responsible for determining what, if any, effect the PBA may have on eligibility with the NCAA, NJCAA, and/or NAIA. The student-athlete/parent/guardian is also responsible for any and all student employment responsibilities and documents, tax obligations with the IRS, and any other local, state, or federal law requirements associated with such PBA.

Once You Have A Contract

Any verbal or written opportunity or contract for PBA compensation must be disclosed to the student-athlete’s school and the MHSAA within seven (7) days by submitting this required form.

PBA Disclosure Form

Additional Resources

In Other Words...

Below are situations, along with examples, of what is allowed and what is not allowed.

PBA cannot be contingent on athletic performance, awards, team participation, or outcomes…

ALLOWED  NOT ALLOWED
  • A company/business pays a student-athlete a flat fee to promote the business on social media, regardless of playing time, statistics, or team success.
  • A local business agrees to pay a student-athlete $500 for every touchdown scored.
  • A company promises a bonus if the student-athlete is named All-Conference or All-State.
  • A PBA deal requires the student-athlete to remain on the varsity team to continue receiving the PBA income.
  • A sponsor pays a student-athlete if the team they are on wins a District, Regional, or state championship.

PBA cannot use school names, logos, mascots, uniforms, intellectual propert, or other obvious identifiers...

ALLOWED  NOT ALLOWED
  • A student-athlete promotes a local business in street clothes at a neutral location, without referencing their school by name or image.
  • Posting a sponsored social media photo wearing a school uniform.
  • Filming a PBA advertisement inside the school’s gym, locker room, or stadium.
  • Using the school’s name, mascot, or logo in promotional content.
  • Tagging or linking the school’s official website or social media accounts in a PBA post.

PBA cannot occur during school attendance or MHSAA events…

ALLOWED  NOT ALLOWED
  • The student-athlete completes a PBA photo shoot or appearance outside school hours and not in connection with any school athletic event.
  • Recording a sponsored video during the school day.
  • Posting sponsored content from the sideline, bench, or locker room at a game.
  • Participating in a PBA appearance during a practice session, team meeting, or tournament game.

PBA cannot be connected directly or indirectly to any associated entity or associated individual with a school...

ALLOWED  NOT ALLOWED
  • A student-athlete independently signs a PBA agreement with a local business that has no formal or informal connection to the school, using a licensed agent, attorney, or financial advisor who is not otherwise associated or connected to the school.
  • A business owner who is an alumnus or has children who attend a school sponsors PBA deals with several student-athletes from several different schools.
  • A booster club or school fundraiser offering PBA payments to athletes.
  • A coach arranging or facilitating PBA opportunities for players.
  • A business owned by a school board member pays student-athletes from that school for endorsements.

PBA cannot be associated with inappropriate, unsafe, or prohibited products or industries…

ALLOWED  NOT ALLOWED
  • Endorsing age-appropriate and lawful businesses such as sporting goods stores, restaurants, clothing brands, fitness facilities, camps, or tutoring services—subject to MHSAA review and discretion.
  • Promoting or endorsing:
    • Alcohol, tobacco, vaping products, or cannabis
    • Sports betting, gambling apps, or casinos
    • Performance-enhancing or illegal substances
    • Sexually explicit content or adult entertainment
    • Firearms, weapons, or ammunition
  • Partnering with a company whose products or messaging are deemed inconsistent with interscholastic athletics values.

FAQs

What are Personal Branding Activities (PBA)?

Personal Branding Activity (PBA), as defined by MHSAA Regulation I-Section 11, is another term for describing the MHSAA’s name, image, and likeness (NIL) rule. A student-athlete can earn compensation through personal branding, including endorsements, appearances, social media promotions, and other similar activities. To put it simply, students are allowed to earn compensation from PBA, which are individual opportunities for individual students. 

Are Michigan high school student-athletes allowed to earn money through PBA?

Yes. MHSAA regulations now permit high school student-athletes to earn compensation for their PBA, provided all activities comply with MHSAA rules and applicable laws.

Does earning PBA compensation affect a student’s amateur status or eligibility?

No, as long as PBA activities follow MHSAA regulations. Student-athletes may not receive payment for athletic performance, statistics, awards, or participation itself, and PBA activities can never be used as an inducement or factor to enroll at a school, remain at a school, or transfer to a different school.

What types of PBA activities are allowed?

Permitted activities may include, but are not limited to:

  • Social media endorsements or promotions.
  • Personal appearances, photo sessions, or autograph signings.
  • Camps, clinics, or private lessons.
  • Modeling, advertising, merchandise, sports cards, or apparel sales.
  • Use of a student’s name, image, or personal branding in marketing materials (e.g. personal logos).

All activities must be consistent with MHSAA rules and school policies.
 

Are there any restrictions on PBA deals?

Yes. PBA agreements may not:

  • Be contingent on athletic performance, awards/recognition, team participation/membership or competition outcomes. 
  • Involve school, conference, or MHSAA names, logos, mascots, trademarks, or other obvious identifiers of schools, conferences, or the MHSAA, including uniforms, facilities, nicknames, property, websites, and social media accounts of each.
  • Occur during school attendance, or while participating in any MHSAA event, including any practice, meeting, game, or tournament.
  • Be connected directly or indirectly to any associated entity (e.g. collective or school-connected booster, foundation, or support) or associated individual with a school (e.g. employee, board member, booster, donor, coach, alumni, owner or representative.   A licensed sports agent, financial advisor, or attorney who does not fall within the definition of “Associated Entity or Individual” above may serve as a student-athlete’s agent or representative in connection with PBA opportunities, subject to applicable laws. The full definition of Associated Entity of Individual can be found here.
  • PBA associated with products, services, individuals, companies, or industries deemed inappropriate, unsafe, or inconsistent with the values and goals of interscholastic athletics as determined by the MHSAA, within its sole discretion. This includes, but is not limited to, gaming or gambling, alcoholic beverages, tobacco, cannabis, banned or illegal substances (including performance-enhancing substances), sexually explicit content, firearms or weapons, or any other category the MHSAA determines to be unsuitable or inappropriate.

Can anyone connected to a school or athletic program directly or indirectly arrange PBA deals for students?

Never. Schools, coaches, and school employees may not solicit, arrange, negotiate, or promote PBA opportunities on behalf of student-athletes. PBA activities must be initiated and managed independently by the student-athlete and their families, without any connection to a school.  Violations of this provision would make the student ineligible for athletics, and if a member school violates this regulation, the MHSAA membership status of the school could be suspended or rescinded.  

Do students need to disclose PBA activities?

Yes. Student-athletes are required to disclose PBA agreements to the MHSAA by submitting this Disclosure Form within seven (7) business days of any PBA agreement, contract or opportunity being finalized. 

Can a student-athlete use their school name, logos, mascots, trademarks or other obvious identifiers, uniforms or school facilities/property in a PBA activity?

Never. PBA opportunities must be secured and managed independently by the student-athlete and their families, without any connection to a school or its personnel. 

Are there limits on how much money a student-athlete can earn?

No. There is no set limit on PBA compensation, provided the agreement reflects fair market value and complies with MHSAA regulations and all applicable laws. Students must report and disclose all PBA activities, for any value, to the MHSAA.

Can PBA opportunities impact team participation or playing time?

No. Participation, playing time, and team roles may not be influenced by a student-athlete’s PBA activities or compensation.

Who is responsible for taxes and legal considerations related to PBA income?

The student-athlete/parent/guardian is responsible for any and all student employment responsibilities and documents, tax obligations with the IRS, and any other local, state, or federal law requirements associated with such PBA.  

Who is responsible for college eligibility rules and issues related to PBA income?

The student-athlete/parent/guardian is responsible for determining what, if any, effect the PBA income may have on eligibility with the NCAA, NJCAA, and/or NAIA. 

More questions?

Parents and students should:

  • Review the MHSAA NIL regulations; contact the MHSAA with questions
  • Consult their school’s athletic administration