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.
Sailor Nation Works Together to Save Life
December 12, 2019
By Tom Kendra
Special for Second Half
Bob Mirkle calls it a miracle that he’s still alive.
The 74-year-old Norton Shores resident had a brush with death Oct. 18 in front of 7,000 fans packed into Sailor Stadium for the blockbuster Muskegon at Mona Shores football game.
Just as the huge crowd stood for the national anthem, Mirkle was slumping back onto the bleachers from cardiac arrest, later identified as the failure of a heart stent which had been implanted 18 years ago.
“Something’s wrong with grandpa!” screamed his grandson, causing a ruckus in the Mona Shores reserved section, about 10 rows below the press box.
What transpired over the next 30 minutes was an incredible performance by the Mona Shores fans, coaches, media and entire community to save Mirkle’s life. It was a textbook reaction which was lauded by Norton Shores public safety officials – and the Mirkle family.
“We live in a great community,” said Cheryl Mirkle, Bob’s wife, who stayed home that night to babysit two of her grandchildren. “In a lot of other places, he wouldn’t have made it. We were told that 1 out of 9 people who have that situation happen don’t make it. So we believe it was nothing short of a miracle.”
The immediate family surrounding Mirkle – many of whom were at the game to support Shores starting junior linebacker Karsen Marihugh, Bob’s great-nephew, and two other family members who are cheerleaders – helped clear a small area in the packed stands and get Mirkle down flat on his back.
A woman sitting four rows back, who was well trained in cardio-pulmonary resuscitation, was able to clear Mirkle’s airway and immediately start chest compressions.
Mark Konecny, a Mona Shores assistant coach and part-time Norton Shores fireman, recognized what was going on and grabbed the automated external defibrillator (AED) on the sidelines and headed up into the stands. Konecny, who was an all-state quarterback for Shores in 1980 and went on to play two years in the NFL with Miami and Philadelphia, was able to connect the defibrillator and shock Mirkle’s heart back into action.
Joe Kinnucan, who was in the press box about to go on the air with a Sailor Nation Sports Network broadcast of the game, threw down his headset and made a beeline for Mirkle, leaving his son Noah to make his unplanned broadcasting debut.
“There was no second thought,” explained Kinnucan, whose full-time job is Deputy Fire Chief for the Norton Shores Fire Department. “You ask any first responder who is truly vested in their work, and they will tell you that they are always on call. I was just happy to be able to help out.”
The huge crowd and both teams, who were wired for one of the state’s biggest regular-season prep football games of the year, briefly put aside the intense rivalry and went dead quiet out of respect. Shores public address announcer Dan Vandermyde even asked those in attendance to say a prayer as Mirkle was carried underneath the bleachers, where Konecny and Kinnucan and others continued working on him as the game began.
Cheryl Mirkle, meanwhile, who was at home and receiving cryptic, panicked phone calls and texts from friends and family, believed that her husband had died. That is until she got a call from her niece, screaming: “He’s breathing! He’s alive!”
Cheryl first saw her husband at Mercy Hospital in Muskegon where, like a true fan, the first words out of his mouth were: “What’s the score?”
The score of that night’s game was surprisingly one-sided: Muskegon 53, Mona Shores 0. Since that shocking night, both Mirkle and the Sailors have been on the recovery trail.
Mirkle underwent heart bypass surgery Oct. 23, five days after the game, and ended up spending 11 days in the hospital. He is back home and even mowed the lawn one day, and will start his therapy sessions this week.
“I’m doing great,” said Mirkle, a retired truck driver and devout fisherman. “I’m getting better and getting ready to start going to therapy. My story has a happy ending.”
As Mirkle was recovering, the Sailors and Big Reds were putting together long playoff runs, with both culminating Thanksgiving weekend in MHSAA Finals appearances at Ford Field in Detroit.
Muskegon’s run came to a disappointing end in a 30-7 loss to River Rouge in the Division 3 championship game.
Mona Shores, meanwhile, continued its magic run under diminutive junior quarterback Brady Rose, upsetting Detroit Martin Luther King, 35-26, in the Division 2 title game.
It capped an amazing rags-to-riches story for Mona Shores, which until recently had become synonymous with losing on the football field. Shores had only one winning season during a 14-year stretch from 1998 to 2012, but ended its playoff drought in 2013 and then made it all the way to the Division 2 championship game in both 2014 and 2018, before taking it all this time.
“We have waited all of these years for Shores to win some football games, and now it’s happening,” said Cheryl, who has been going to games with her husband since the late 1980s when their nephew, Sam Wakefield, was playing for the Sailors. “It really has been an amazing season in so many ways.”
At the community celebration at the school’s gym on Dec. 1, Mona Shores athletic director Todd Conrad praised the community for its support of the team and for rising up and raising funds to help defray the cost of travel en route to the championship.
It was actually the second time this season that the Mona Shores community responded quickly in a time of need.
“The saving of that man’s life was a textbook example of an entire community responding in the right way,” said Kinnucan. “People responded in a split-second with training which they had acquired somewhere along the line.
“Sure, we went on to win a state championship, which is incredible, but it still doesn’t top that moment and how everyone worked together to save his life.”
Tom Kendra worked 23 years at The Muskegon Chronicle, including five as assistant sports editor and the final six as sports editor through 2011. E-mail him at [email protected] with story ideas for Muskegon, Oceana, Mason, Lake, Oceola, Mecosta and Newaygo counties.
PHOTOS: (Top left) Bob and Cheryl Mirkle sit for a photo with their three grandchildren during Christmas 2017. (Top right) Joe Kinnucan, far right, returns to the press box Oct. 18 to share with play-by-play partner Nick Davros and their viewers that a man in the stands who was experiencing a cardiac event was “breathing and had a pulse.” (Top below) The Sailor Nation Sports Network crew, from left: Nick Davros, Noah Kinnucan, Connor Fritz, Joe Kinnucan and John Hall (with videographer Kimon Kotos on the roof). (Middle) Bob Mirkle. (Photos courtesy of Joe Kinnucan and Bob Mirkle, respectively.)