If you thought the talk about NIL deals was over — in which college and other athletes can make money off their name, image, and likeness — think again.
The much-discussed issue that started when the Supreme Court of the United States ruled in favor of compensating college athletes in 2021 has now reached high school athletes.
It varies by state, but currently, 30 states and Washington, D.C., have allowed high school athletes the opportunity to earn money, with certain restrictions in place.
High school sports have traditionally been viewed as a pure form of sportsmanship, untouched by corporate influence — but that seems to be changing. Adidas recently shared a video on Instagram announcing the signing of seven high school athletes as brand ambassadors.
“As the executive director of high school athletics, I try to keep some distance because, in my view, high school sports should remain purely about the sport, not a business. Unfortunately, there are signs of change,” said Eddie Bonine, executive director of the Louisiana High School Athletic Association.
Bonine notes that these deals are becoming more prevalent in high school sports as more states allow teen athletes to profit from their name, image, and likeness. However, there are strict regulations in place. For example, high school athletes are prohibited from endorsing products like alcohol, vaping, and gambling. States also prohibit the formation of collectives, which are used at the college level to attract athletes with profitable deals.
While these deals could bring positive outcomes like revenue and branding for athletes, they could also have negative impacts, such as affecting university recruitment.
“Imagine if a student secures a great deal with Nike but attends a school sponsored by Adidas or Under Armour. They receive a scholarship for a sport like baseball, football, or basketball — this situation poses challenges,” said Bonine. “In the past, this question would never have been asked: ‘Are you already engaged in an NIL agreement?'”
“No one except for someone like Bronny James is making significant money in high school. Right? It’s like a 1% of 1% situation,” added Randy Eccker.
Eccker, the CEO of Eccker Sports, has assisted nearly half of the states in creating laws around high school NIL deals and educating student athletes. He mentions that these deals mostly involve local product representation and have not had a negative impact on athletes, except in cases where families become overly involved.
“The athletes, frankly, probably don’t care much about it,” he stated. “It becomes an issue when parents push for their children to make money, believing it can benefit their family or themselves, and that’s when challenges arise.”
The extent and impact of these deals remain uncertain, but in the age of social media, it offers a mutually beneficial relationship where companies can reach new demographics, and high schoolers now have the chance to gain recognition.
