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-Supported Bill Allowing School Retirees to Continue Employment Signed Into Law
By
Geoff Kimmerly
MHSAA.com senior editor
October 10, 2023
Recent public school retirees including those serving as coaches, game officials and in other sports-related roles will be able to continue doing so for limited compensation after the signing of a bill Tuesday, Oct. 10, by Michigan Governor Gretchen Whitmer allowing those retirees to receive limited compensation without having their retirement benefits affected.
Public Act 147 (PA 147) amends PA 184, which was signed into law July 25, 2022, and required a retiring public school employee to wait nine months before being rehired – effectively sidelining several longtime coaches, officials and others who play substantial roles in school sports all over the state.
PA 147 instead allows recent retirees to work for a public school district during the first six months of retirement as long as the individual earns less than $15,100 during a calendar year. The great majority of coaches, officials and others who contribute to school sports – public-address announcers, team bus drivers, scoreboard operators and other game managers, for example – earn far less compensation than that maximum allowed with this bill.
Soon after the signing of PA 184 during the summer of 2022, the Michigan High School Athletic Association met with the state’s Office of Retirement Services and several legislators seeking ways to allow public school retirees to remain employed in athletics without that nine-month pause, or without having to work and not be paid. (Prior to PA 184, retirees were required to be detached from a school district for only 30 days before being rehired at less than 30 percent of their compensation at the time of retirement. This allowed most retirees to do so at the end of a school year and then return after 30 days to continue coaching, officiating, etc.)
MHSAA Executive Director Mark Uyl and Assistant Director Cody Inglis, and Brighton athletic director John Thompson – who serves on the MHSAA Representative Council – all testified in support of PA 147, which was sponsored by 13 legislators from the Michigan House of Representatives and introduced by Rep. Matt Koleszar from Plymouth.
"This new public act fixes the biggest MHSAA concern that recent retirees could not return to coach or officiate during their bona fide retirement period," Uyl said. "Our schools desperately need these experienced and knowledgeable people to continue contributing to athletics, and we're pleased that they'll have that opportunity."
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 1.3 million spectators each year.