Michigan High School Athletes Can Now Earn Money From Personal Brand

MHSAA allows endorsements and other individual opportunities for student athletes

Jan. 27, 2026 at 10:55pm

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High school athletes in Michigan can now earn money based on their personal brand and image, the Michigan High School Athletic Association (MHSAA) announced on Tuesday. This new eligibility rule allows students to potentially start earning endorsement money as young as 14 or 15 years old, though the MHSAA notes that less than 1% of high school athletes will actually make significant money from this. There are rules in place, such as prohibiting the use of alcohol, tobacco, or marijuana in endorsements, and schools cannot use money as a recruitment tool.

Why it matters

This new policy opens up opportunities for high school athletes to potentially earn money from their personal brand and image, which could help some families in need. However, there are concerns that this could distract from the importance of education and create an unrealistic expectation for most student athletes.

The details

The MHSAA had been considering this policy change for about five years, studying what other states like Indiana and Ohio have done to allow high school athletes to earn money. Under the new rules, athletes can earn money from endorsements, merchandising, autograph sessions, and other individual opportunities, as long as it is not a group activity that could be seen as recruitment. Schools are prohibited from using money as a recruitment tool, and all endorsement deals must be approved by the MHSAA.

  • The MHSAA announced the new policy change on January 27, 2026.
  • The new eligibility rules went into effect immediately on January 27, 2026.

The players

Geoff Kimmerly

A spokesperson for the MHSAA who explained the new policy changes.

Kari Dotson

A resident from Flint, Michigan who expressed support for the new policy, saying athletes should be able to use their abilities to help their families.

Nakia

A resident from Detroit, Michigan who expressed concerns about the new policy, noting that education is important and athletes need a fallback plan in case of injury.

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What they’re saying

“It opens up the door for things like endorsements, merchandising, autograph sessions, as long as they remain individual opportunities for individual athletes. Anything that looks like a group activity or persuades someone to play for a school or coach is prohibited.”

— Geoff Kimmerly, MHSAA Spokesperson

“I think it's a very good thing. If you have the ability and maybe take your family out of a situation with your athletic ability, why not?”

— Kari Dotson

“Because grades are important, let's face it, athletes, if they get hurt, what do they have next? No education, no fallback.”

— Nakia

What’s next

The MHSAA is expected to closely monitor the implementation of this new policy to ensure all athletes and schools are following the rules. Violations could result in students losing their eligibility and schools losing their MHSAA affiliation.

The takeaway

This new policy from the MHSAA highlights the ongoing debate around the commercialization of high school sports and the need to balance opportunities for student athletes with maintaining the focus on education. While it could provide financial benefits for some families, there are concerns that it could also create unrealistic expectations and distract from academics for most high school athletes.