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.
MHSAA Schools' National Participation Ranking Rises, Continues to Outpace Population
By
Geoff Kimmerly
MHSAA.com senior editor
September 12, 2024
Michigan’s national ranking for participation in high school athletics improved during the 2023-24 school year, overall and also for girls and boys sports separately, and while continuing to outpace its national ranking for high school-aged population, according to the annual national participation study conducted by the National Federation of State High School Associations (NFHS).
Michigan moved back into eighth for overall participation nationally, based on a total of 289,740 participants, after ranking ninth in 2022-23. The total counts students once for each sport played, meaning students who are multiple-sport athletes are counted more than once.
Michigan improved to seventh nationally for boys (169,533) and eighth for girls (120,207) participation separately, after ranking ninth for both the previous year and despite currently ranking 10th for both high school-aged boys and girls populations according to U.S. Census Bureau estimates.
Michigan’s national rankings in eight sports for which the MHSAA sponsors postseason tournaments improved from 2022-23, with only four sports moving down on their respective lists from the previous year.
Notably, Michigan led the nation in participation in a sport for the first time in at least 14 years – boys bowling with 4,292 athletes – and also moved up to third nationally for girls bowling, girls golf and girls tennis participation. Boys golf (fourth), wrestling (seventh – girls and boys combined), girls competitive cheer (eighth) and boys lacrosse (nine) also moved up on their respective lists.
Keeping with annual trends, participation in several more MHSAA sports also continued to outpace the state’s rankings for high school-aged population.
For girls, participation in volleyball (fifth), cross country (sixth), basketball (seventh), softball (seventh), swimming & diving (eighth), track & field (eighth) and soccer (ninth) all ranked higher than their population listing of 10th nationally. Among boys sports, ice hockey (fourth), tennis (fifth), track & field (sixth), basketball (seventh), cross country (seventh), football (seventh – 11 and 8-player combined), baseball (eighth), swimming & diving (eighth) and soccer (ninth) exceeded the boys ranking of 10th for population.
Only 11 states sponsor alpine skiing, but Michigan again ranked third on both the girls and boys lists for that sport. For wrestling, boys participation moved down one spot to eighth but girls participation moved up one spot to seventh – and their totals combined ranked seventh nationally overall, also up one spot from 2022-23.
Participation nationally exceeded 8,000,000 participants for the first time, with a total of 8,062,302 an increase of 2.7 percent from 2022-23. The total includes 4,638,785 boys and 3,423,517 girls – both record highs – according to figures obtained from the 51 NFHS member state associations, which includes the District of Columbia.
Eleven-player football remained the most popular boys sport and registered an increase for the second consecutive year from 1,028,761 to 1,031,508 athletes. There also was an increase in 8-player football participation from 23,812 to 26,420.
Next on the boys list were outdoor track & field, basketball, baseball, soccer, wrestling, cross country, tennis, golf, and swimming & diving, respectively.
For girls, outdoor track & field, volleyball and soccer all registered increases and remained the top three participatory sports. Track & field increased four percent to 506,015, followed by volleyball at 479,125 and soccer with 383,895 participants. Basketball ranked fourth, followed by softball, tennis, cross country, competitive spirit, swimming & diving and lacrosse, respectively.
Texas (859,301) and California (834,103) remained atop the list of state participation. New York (341,454) remained in third, followed by Pennsylvania (336,946), Ohio (323,117), Illinois (320,603), Florida (299,398), Michigan (289,740), New Jersey (280,798) and Minnesota (224,179).
The NFHS participation survey was started in 1971 and compiled in its current form through the 2018-19 school year, resuming annually with the 2021-22 survey.
The NFHS, based in Indianapolis, is the national leadership organization for high school sports and performing arts activities. Since 1920, the NFHS has led the development of education-based interscholastic sports and performing arts activities that help students succeed in their lives. The NFHS writes playing rules for 17 sports for boys and girls at the high school level. Through its 50 member state associations and the District of Columbia, the NFHS reaches more than 19,800 high schools and 12 million participants in high school activity programs, including more than eight million in high school sports.
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.