MHSAA Remembers Late Director Bush
By
Geoff Kimmerly
MHSAA.com senior editor
September 11, 2013
Allen W. Bush was a military man and had a military way about him.
And those traits no doubt were invaluable as the former U.S. Marine became a respected national voice during arguably the most transformative era in high school athletics.
Bush, who served as Executive Director the Michigan High School Athletic Association from the fall of 1968 through the summer of 1978, died Monday in Traverse City. He was 90.
Bush oversaw some of the most significant developments in MHSAA history, chiefly the addition of girls sports – MHSAA tournaments existed for nine girls sports when he retired – plus the addition of football playoffs in 1975 and MHSAA tournaments in baseball, ice hockey and skiing.
“He led the MHSAA during simultaneously one of the most stressful and most exciting times as schools responded to federal legislation promoting opportunities for minorities and females,” current MHSAA Executive Director John E. “Jack” Roberts said. “Al Bush was among leaders who saw the opportunities instead of burdens of those laws.”
He began his tenure at the MHSAA on March 1, 1960, as Assistant State Director of Athletics to Executive Director Charles E. Forsythe. Bush’s designation changed to Associate Director in 1963, and on July 10, 1968 he was appointed to replace the retiring Forsythe as leader of the association.
An award bearing Bush’s name is bestowed by the MHSAA each spring to an administrator, coach, official, trainer, doctor, or member of the media who has at least 15 years of experience in Michigan interscholastic athletics with unusually frequent and significant contributions to the MHSAA.
Prior to joining the MHSAA, Bush taught mathematics, coached four sports and served as athletic director at different times during tenures at Battle Creek Central, Kalamazoo University, Dearborn and Bay City Handy high schools. Bush was a graduate of Kalamazoo University and later earned multiple bachelor’s degrees from Western Michigan University and a master’s in school administration from the University of Michigan. He was captain of the football team at WMU and received its Most Valuable Player and Athletic-Scholarship awards as a senior, and later was named Man of the Year in 1975 by WMU’s Alumni W Club.
Bush also studied at Princeton University and the University of Arizona and served six years of active duty with the U.S. Marine Corps during World War II and the Korean War. He was discharged with a rank of first lieutenant.
While at the MHSAA, Bush was a frequent contributor to the National Federation of State High School Associations. He served as chairperson of the committee that wrote the NFHS’s first swimming and diving rule book and also was a representative to the U.S. Olympic Committee.
A memorial service will take place at 11 a.m. Friday, Sept. 13, at Central United Methodist Church in Traverse City.
A summation written by late MHSAA historian Dick Kishpaugh during 1978 said the following of Bush's service to member schools:
"Through all of these varied and complex changes, the MHSAA has met its commitment to a high standard of excellence," Kishpaugh wrote.
"Al Bush is fallible, as we all are, but he needs to make no apologies. The accomplishments speak for themselves."
Representative Council Approves Expansion of Personal Branding Activities for Student-Athletes
By
Geoff Kimmerly
MHSAA.com senior editor
January 27, 2026
The Representative Council of the Michigan High School Athletic Association has approved an expansion of personal branding activities (PBA) – also commonly referred to as Name-Image-Likeness (NIL) – allowing student-athletes at MHSAA member schools, effective immediately, to potentially benefit from such opportunities.
The MHSAA previously allowed some PBA opportunities, including the abilities for student-athletes to conducts camps, clinics and private lessons. The expanded policy allows student-athletes to capitalize on PBA through several more options as long as those activities are individual opportunities for individual students – while not disrupting competitive equity that would result from the creations of group activities including collectives and other pay-for-play opportunities now the norm at the collegiate level.
The topic of PBA/NIL had been discussed at length with membership over the last three years during MHSAA Update meetings and various other conferences with schools and their administrators. The Council had debated the possibility of these rule changes since the Michigan Legislature proposed amending state law to allow for student-athletes’ use of NIL in 2023, and also after closely monitoring similar 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, and this rule change provides those while excluding the possibility of collectives, and boosters and school people getting involved in those activities,” MHSAA Executive Director Mark Uyl said. “This is the essence of what NIL was supposed to allow in the first place, and we’re confident we’ve crafted language that allows true NIL opportunities without affecting competitive equity among our member schools.”
Additional activities allowed by the new PBA policy include social media endorsements and promotions, personal appearances, photo sessions or autograph signings; modeling, advertising, merchandise, sports cards or apparel sales; and the use of a student’s name, image or likeness in marketing materials.
PBA activities must be consistent with MHSAA rules and school policies. A student-athlete may not capitalize on PBA based on athletic performances, awards/recognition, team participation or competition outcomes. A student-athlete also may not involve school names, logos, mascots, trademarks or other obvious identifiers, uniforms or other intellectual property, and PBA activity may not occur during school attendance or any MHSAA event (including practice) and cannot take place on school property or be promoted on school media channels.
Schools, including coaches and other employees, are not allowed to solicit, arrange, negotiate or promote PBA activities on behalf of their student-athletes. Doing so may put that school’s MHSAA membership in jeopardy, in addition to rendering that student-athlete ineligible for MHSAA athletics.
“The MHSAA will guard the competitive equity we have promoted for more than 100 years, and take with the utmost seriousness any attempts to break or blur this rule,” Uyl said. “We have provided clear language and sufficient guidance on what is allowed to assist our schools as they navigate this ever-changing landscape.”
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 – for example gaming or gambling, alcoholic beverages and banned substances – are also prohibited.
All PBA activities must be disclosed to the MHSAA within seven days of an opportunity or contract for disclosure and approval. Schools may choose to have stricter rules regarding PBA if they choose to do so.
For more details on what is and what is not allowed, and frequently asked questions about PBA in regards to MHSAA regulations, visit the MHSAA Name, Image, Likeness page.
The Representative Council is the legislative body of the MHSAA. All but five members are elected by member schools. Four members are appointed by the Council to facilitate representation of females and minorities, and the 19th position is occupied by the Superintendent of Public Instruction or designee.
The MHSAA is a private, not-for-profit corporation of voluntary membership by more than 1,500 public and private senior high schools and junior high/middle schools which exists to develop common rules for athletic eligibility and competition. No government funds or tax dollars support the MHSAA, which was the first such association nationally to not accept membership dues or tournament entry fees from schools. Member schools which enforce these rules are permitted to participate in MHSAA tournaments, which attract more than 1.4 million spectators each year.