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 Survey Shows Lower Rate of ‘Pay-to-Play’ Fees Continued as Participation Rose in 2022-23
By
Geoff Kimmerly
MHSAA.com senior editor
July 27, 2023
Participation continued to bounce back at Michigan High School Athletic Association member schools during the 2022-23 school year, but the percentage of those schools charging fees to participate in sports was nearly unchanged for the third-straight year as it remained near its lowest rate of the last two decades.
Just 41 percent of MHSAA member schools charged participation fees during the 2022-23 school year, following 40 percent using them during 2021-22 and 41 percent in 2020-21.
The MHSAA participation fee survey has measured the prevalence of charging students to help fund interscholastic athletics annually since the 2003-04 school year. The percentage of member schools charging fees crossed 50 percent in 2010-11 and reached a high of 56.6 percent in 2013-14 before falling back to 50 percent or below. The survey showed 48 percent of member schools charged fees during 2019-20, the first school year affected by COVID-19, before the substantial reduction followed as programs continued to navigate the pandemic.
Of the 574 schools (77 percent of membership) which responded to the 2022-23 survey, 234 assessed a participation fee, while 340 did not during the past school year. For the purposes of the survey, a participation fee was anything $20 or more regardless of what the school called the charge (registration fee, insurance fee, etc.).
Class A schools, as in past years, made up the largest group charging fees, with 55 percent of respondents doing so. Class B and Class D schools followed, with 41 and 36 percent charging fees, respectively, and 30 percent of Class C schools also charged for participation.
Among schools assessing fees, a standardized fee for each team on which a student-athlete participates – regardless of the number of teams – has shown for a number of years to be the most popular method, with that rate unchanged in 2022-23 at 46 percent of schools with fees. Next again were 33 percent of assessing schools charging a one-time standardized fee per student-athlete, followed by 14 percent assessing fees based on tiers of the number of sports a student-athlete plays (for example, charging a larger fee for the first team and less for additional sports).
The amounts of participation fees have remained relatively consistent over the last decade. For 2022-23, the median annual maximum fee per student was again $150, although the median maximum fee per family increased slightly to $350 – up $50 from 2021-22. The median fee assessed by schools that charge student-athletes once per year was $120 for the second straight, and the median fee for schools that assess per team on which a student-athlete plays was $100, up from $75 in 2021-22.
The survey for 2022-23 and surveys from previous years can be found on the MHSAA Website.
As reported earlier this month, participation in MHSAA-sponsored sports continued to climb in 2022-23, up 2.7 more percent for a combined 9.9-percent increase over the last two school years. More on participation can be found here.
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.