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.
2022 WISL Honoree Hyman Lauded for Lifetime of Leadership
By
Geoff Kimmerly
MHSAA.com senior editor
February 25, 2022
Lori Hyman was a sports standout in high school, then at Michigan State University. She then coached college basketball for 17 years, starting when she was only 23 years old, and surely could’ve continued down that path.
While always a leader, she decided to change gears in 1995 and provide guidance another way – coaching up coaches as a high school athletic director. Over the next 27 years, she became one of the most respected ADs in Michigan – and contributed in that role at her alma mater Livonia Stevenson over the last 22.
To celebrate her many contributions to school sports, at home but also statewide, Hyman has been named the 35th recipient of the MHSAA Women In Sports Leadership Award. She will receive the award during the Division 1 Girls Basketball Final on March 19 at Michigan State’s Breslin Center.
Hyman served her first five years as an athletic director at Dexter, making the move there after four college basketball coaching stops. After a memorable hoops career at MSU, she served as a women’s basketball graduate assistant at Ferris State University and then head coach at Northwood Institute (now University) from 1981-82 – when she was only 23 years old – through 1985-86.
She then served as an assistant at University of Illinois before returning as head coach at Ferris State from 1989-90 through 1994-95. In Fall 1995, she began at Dexter.
“Every part of my career I’ve been happy with, and honored, and just thoroughly enjoyed it,” Hyman said. “It’s been a passion of mine, every aspect.
“(Playing at Michigan State) was one of the best times, if not the best time, of my life as a youngster. And then being an athletic director has probably been the most rewarding as an adult. And being at Stevenson, coming back home, has been quite an honor and just a very rich experience for me.”
Each year, the Representative Council considers the achievements of women coaches, officials and athletic administrators affiliated with the MHSAA who show exemplary leadership capabilities and positive contributions to athletics.
Hyman is a 1975 graduate of Stevenson, where she also played softball and competed in track & field. She was named MSU’s Outstanding Athlete of the Year for women’s basketball in 1979, after serving as co-captain of the team that season but missing the majority of it with an injury.
As an athlete at MSU, she joined her teammates in filing a 1978 discrimination complaint that requested the women’s basketball team receive travel allowances equal to those received by the Spartans men’s team. “It is very meaningful that Michigan State is where they are now, not just in women’s basketball but the women’s sport program,” Hyman said. “I feel like we were part of that growing and moving forward in a positive way, and I thank Michigan State for recognizing that and moving it forward.”
She graduated with a bachelor’s degree in physical education and health in 1980 and has a master’s in athletic administration from Wayne State University. She received her certified master athletic administrator designation from the National Interscholastic Athletic Administrators Association (NIAAA) in 2006.
Back at Stevenson, Hyman has directed the athletic program for a high school with nearly 1,700 students, which by enrollment ranks 50th out of 750 MHSAA member schools.
She has hosted a multitude of MHSAA Tournament events while at both Dexter and Stevenson and has served on the MHSAA’s girls tennis, girls basketball and boys basketball committees. She also has served as the girls and boys tennis commissioner of the Kensington Lakes Activities Association, of which Stevenson is a member.
“Lori has been a leader and pioneer in the world of athletics, and in particular as an advocate for females and girls sports,” MHSAA Executive Director Mark Uyl said. “When she left coaching basketball to work as an AD, it was an incredible victory for kids in our state. She’s been dependable, loyal and just a model of consistency in running a first-class program.”
Hyman was named her region’s Athletic Director of the Year by the Michigan Interscholastic Athletic Administrators Association (MIAAA) in 2014 and received its Jack Johnson Distinguished Service Award in 2015.
As an instructor for the MIAAA, Hyman has provided training particularly to beginning athletic directors. She has served as a Leadership Training Institute instructor as well for the MIAAA and as a presider and speaker at the MIAAA’s annual conference. She also has spoken at the MHSAA’s Women In Sports Leadership Conference.
“I’ve always been an advocate for women in sports and equal opportunity,” Hyman added. “I treat all of the sports here equally, male and female. But if I feel that there needs to be a little bit more advocacy for women in sports, whether it’s coaching and getting more girls involved, or officiating, administration, any kind of leadership, I’m really big on that.”
“I’m a big advocate for women in athletics, but (also) just athletics in general.”
In addition to her vast school sports responsibilities and contributions, Hyman has volunteered with Special Olympics, Livonia’s Newburg United Methodist Church and Rotary Club.
The first Women In Sports Leadership Award was presented in 1990.
Past recipients
1990 – Carol Seavoy, L’Anse
1991 – Diane Laffey, Harper Woods
1992 – Patricia Ashby, Scotts
1993 – Jo Lake, Grosse Pointe
1994 – Brenda Gatlin, Detroit
1995 – Jane Bennett, Ann Arbor
1996 – Cheryl Amos-Helmicki, Huntington Woods
1997 – Delores L. Elswick, Detroit
1998 – Karen S. Leinaar, Delton
1999 – Kathy McGee, Flint
2000 – Pat Richardson, Grass Lake
2001 – Suzanne Martin, East Lansing
2002 – Susan Barthold, Kentwood
2003 – Nancy Clark, Flint
2004 – Kathy Vruggink Westdorp, Grand Rapids
2005 – Barbara Redding, Capac
2006 – Melanie Miller, Lansing
2007 – Jan Sander, Warren Woods
2008 – Jane Bos, Grand Rapids
2009 – Gail Ganakas, Flint; Deb VanKuiken, Holly
2010 – Gina Mazzolini, Lansing
2011 – Ellen Pugh, West Branch; Patti Tibaldi, Traverse City
2012 – Janet Gillette, Comstock Park
2013 – Barbara Beckett, Traverse City
2014 – Teri Reyburn, DeWitt
2015 – Jean LaClair, Bronson
2016 – Betty Wroubel, Pontiac
2017 – Dottie Davis, Ann Arbor
2018 – Meg Seng, Ann Arbor
2019 – Kris Isom, Adrian
2020 – Nikki Norris, East Lansing
2021 – Dorene Ingalls, St. Ignace
PHOTO Livonia Stevenson athletic director Lori Hyman (right) and Finals swimming champion McKenzie Siroky hold up a championship medal alongside photos honoring Siroky's achievements. (Photo courtesy of the Stevenson athletic department.)