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 Winter Sports Underway with 65,000 Athletes Beginning Competition
By
Geoff Kimmerly
MHSAA.com senior editor
December 5, 2023
With the first girls basketball games, wrestling matches and ski races joining the event schedule this week, an estimated 65,000 athletes will be competing across the 13 sports for which the Michigan High School Athletic Association sponsors postseason tournaments.
Girls basketball tipped off Monday, Dec. 4, and the first boys and girls wrestling meets may take place Wednesday, Dec. 6. The first girls and boys ski races may begin Saturday, Dec. 9, when they will join competition already underway in boys basketball, girls and boys bowling, girls competitive cheer, girls gymnastics, boys ice hockey, Upper Peninsula girls swimming & diving, and boys swimming & diving across both peninsulas.
The MHSAA winter schedule concludes this 2023-24 school year with the Girls Basketball Finals on March 23. This will be the first time since 2018-19 that the girls basketball tournament will finish the winter season, a switch made necessary by the start of the NCAA Women’s Basketball Tournament March 22-23 and the possibility Michigan State University could host first-round games at the Breslin Center, where the MHSAA plays both its girls and boys basketball Semifinals and Finals.
Three more sports will incorporate changes this season related to MHSAA Tournament format or qualification.
For girls and boys bowling, Regionals will be conducted at eight sites – instead of the previous six – with each site qualifying to Finals its top two team finishers and the top seven singles for both girls and boys competitions. For the Team Bowling Finals, match play has been switched to a head-to-head, best-of-five Baker game format, whereas previously the format included regular games rolled by individual bowlers.
In girls gymnastics, an addition to criteria is expected to classify gymnasts more accurately as Division 1 (most skilled/experienced) or Division 2 for MHSAA Tournament individual competition. Athletes who have previously competed in a non-school event at either the Sapphire or Diamond Xcel levels would be required to compete at the Division 1 level for MHSAA postseason competition. These designations were added to other criteria used to determine an individual competitor’s division.
A change that led to much larger event fields at the Lower Peninsula Girls Swimming & Diving Finals this fall is expected to produce the same at the LP Boys Swimming & Diving Finals this winter. Beginning this season, qualifying times have been determined based on the past five years of MHSAA race data, but also accounting for past numbers of qualifiers in each swim race – which should, as with the girls, allow for more boys to advance to the Finals in events where fields have not been full over the previous five seasons.
Additionally, the Competitive Cheer Finals will return to its traditional Friday-Saturday schedule, March 1-2 at McGuirk Arena at Central Michigan University, with Division 1 on Friday and Divisions 2-4 on Saturday.
This regular season, wrestlers have two more opportunities to compete. Teams are allowed two more dual meets (between two teams only, not to be converted into three or four-team meets), bringing the total allowed days of competition to 16 with no more than eight of those allowed for tournament-type events where a wrestler competes more than twice.
At those tournament-type events, wrestlers may now compete in up to six matches on one day of competition (as opposed to the previous five matches per day) – but an athlete may not wrestle in more than 10 matches over two consecutive days.
An adjustment to the awarding of free throws in basketball is likely to be the most noticeable in-game change for any winter sport this season. One-and-one free throws have been eliminated, and fouls no longer will be totaled per half. Instead, fouls are totaled and reset every quarter, and two free throws are awarded with the fifth foul of each quarter.
The 2023-24 Winter campaign culminates with postseason tournaments, as the championship schedule begins with the Upper Peninsula Girls & Boys Swimming & Diving Finals on Feb. 17 and wraps up with the Girls Basketball Finals on March 23. Here is a complete list of winter tournament dates:
Boys Basketball
Districts – Feb. 26, 28, March 1
Regionals – March 5, 7
Quarterfinals – March 12
Semifinals – March 14-15
Finals – March 16
Girls Basketball
Districts – March 4, 6, 8
Regionals – March 11, 13
Quarterfinals – March 19
Semifinals – March 21-22
Finals – March 23
Bowling
Regionals – Feb. 23-24
Finals – March 1-2
Competitive Cheer
Districts – Feb. 16-17
Regionals – Feb. 24
Finals – March 1-2
Gymnastics
Regionals – March 2
Finals – March 8-9
Ice Hockey
Regionals – Feb. 19-28
Quarterfinals – March 2
Semifinals – March 7-8
Finals – March 9
Skiing
Regionals – Feb. 12-16
Finals – Feb. 26
Swimming & Diving
Upper Peninsula Girls/Boys Finals – Feb. 17
Lower Peninsula Boys Diving Regionals – Feb. 29
Lower Peninsula Boys Finals – March 8-9
Wrestling – Team
Districts – Feb. 7-8
Regionals – Feb. 14
Finals – Feb. 23-24
Wrestling – Individual
Districts – Feb. 10
Boys Regionals – Feb. 17
Girls Regionals – Feb. 18
Finals – March 1-2
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.