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.
Flynn, Guzzo & Thayer Named 2021 Bush Award Recipients
By
Geoff Kimmerly
MHSAA.com senior editor
November 18, 2021
Birmingham Groves’ Thomas Flynn, St. Joseph’s Kevin Guzzo and Bay City Western’s Michael Thayer are leaders of Michigan high school athletic programs who have put education and providing a positive student experience at the forefront of their work, while also becoming known among colleagues for their guidance and assistance to others striving to build the same foundations at their schools.
To recognize not only their work within their districts but their impacts on many other leaders in athletic administration, Flynn, Guzzo and Thayer have been named recipients of the Michigan High School Athletic Association’s Allen W. Bush Award for 2021.
Al Bush served as executive director of the MHSAA for 10 years. The award honors individuals for past and continuing service to school athletics as a coach, administrator, official, trainer, doctor or member of the media. The award was developed to bring recognition to people who are giving and serving without a lot of attention. This is the 30th year of the award, with selections made by the MHSAA's Representative Council.
Flynn has begun his 21st year as Birmingham Groves High School athletic director and 32nd overall at the school after beginning as a teacher. He has served as a host of MHSAA Tournament events in team and individual wrestling, girls and boys diving, girls and boys tennis, girls and boys basketball, baseball and softball, football, ice hockey, volleyball and girls and boys soccer. Flynn also has served on MHSAA Committees for wrestling, gymnastics, swimming & diving, tennis and various officials topics. He made Groves the home of all Metro Detroit Officials Association meetings and has received recognition for his service to the Oakland County Wrestling Officials Association.
Flynn has served as president, vice president, secretary and treasurer for the Oakland County Athletic Directors Association, and as the Region 11 representative for the Michigan Interscholastic Athletic Administrators Association (MIAAA). A certified athletic trainer, he also is a longtime member of the National Athletic Trainers Association. The MIAAA named Flynn a Regional Athletic Director of the Year in 2012.
He graduated from Hillsdale High School in 1984, then earned a bachelor’s degree in biology with an emphasis on sports medicine from Grand Valley State University in 1990. He received a master’s in sports administration from Wayne State University. Flynn also has served on the Birmingham Bloomfield Community Coalition.
“Tom is a guy who is willing to do anything to assist the MHSAA. He’s hosted an Individual Wrestling District for 20-plus years, and that’s far-and-away the most difficult event to host – and he wants to do it every year,” MHSAA Executive Director Mark Uyl said. “Tom is not afraid to do the dirty work, but he’s also not afraid to speak up, and that’s something I’ve always admired and appreciated about him.”
Guzzo has begun his 26th year with St. Joseph Public Schools and 18th as athletic director after previously serving as a coach and teacher. He earned his elite certification in the MHSAA Coaches Advancement Program in 2014 and has served as a CAP instructor and as an instructor for the National Interscholastic Athletic Administrators Association (NIAAA) Leadership Training Institute. He also has served as chairperson representing the MIAAA on the Five State Exchange Committee. A frequent contributor as well to MHSAA Committees for sports, officials, classification and site selection, Guzzo recently contributed as part of the MHSAA Multi-Sport Task Force.
He received his certified athletic administrator (CAA) designation from the NIAAA in 2007 and was named an MIAAA Regional Athletic Director of the Year in 2015.
Guzzo graduated from Bessemer High School in 1991, then earned his bachelor’s degree in secondary mathematics at Western Michigan University in 1995 and master’s in math education from WMU in 2001. He has been active in the St. Joseph Lions Club, First Tee of Benton Harbor and the local Senior PGA Tournament Committee.
“Kevin has become a real leader in the southwestern corner of the state, and in many rooms has grown into a veteran voice of reason on many topics and issues,” Uyl said. “He’s taken what he’s learned over the years and incorporated it into his teaching as a Coaches Advancement Program instructor, and we are thrilled that we have many beginning coaches who one of their first mentors is a person like Kevin through CAP.”
Thayer has begun his 25th year as an athletic director and also serves as an assistant principal at Western. He served at Merrill Community Schools from 1995-2007 before arriving at Western with the start of the 2007-08 school year. He also is a frequent MHSAA Tournament host and has been a valued voice on a variety of MHSAA Committees, including the Multi-Sport Task Force and selection committee for the MHSAA-Farm Bureau Insurance Scholar-Athlete Awards. Additionally, he has served as the MIAAA’s historical records chairperson and as part of its public relations committee.
He is active with the NIAAA and Michigan Association of Secondary School Principals (MASSP) and National Association of Secondary School Principals (NASSP). He was selected for a Regional Athletic Director of the Year Award by the MIAAA in 2017, and also that year received the MIAAA’s George Lovich State Award of Merit.
Thayer graduated from Muskegon Orchard View High School in 1986, then earned his bachelor’s degree in business teaching from Central Michigan University in 1990 and master’s in educational administration/school principalship from CMU in 2003. He also is a CAP elite-certification graduate. He has served as a trustee for Thomas Township – with membership in the Michigan Township Association – and been active in the Shields Lions Club.
“Mike has been one of the true leaders of the Saginaw Valley League for a long time, and he’s really become the point guard of that league over the last five years,” Uyl said. “If ever someone should be defined for quiet, steady leadership, it’s Mike Thayer. It’s always about substance with Mike. He’s as reliable an athletic director as there is in the country.”