Michigan High School Athletic Association Expands Student-Athlete Branding

New rules allow high school athletes to profit from their personal brands.

Jan. 27, 2026 at 2:31pm

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The Michigan High School Athletic Association (MHSAA) has announced that its representative council has approved expanded personal branding activities for student-athletes across the state. This new policy will give high school athletes more opportunities to capitalize on their personal brands and earn compensation.

Why it matters

The decision by the MHSAA aligns with the growing national trend of allowing student-athletes to profit from their name, image, and likeness (NIL). This change aims to provide equitable opportunities for high school athletes to build their personal brands and earn income, which was previously restricted.

The details

Under the new MHSAA rules, high school athletes will be able to engage in a variety of personal branding activities, including endorsement deals, social media sponsorships, and the sale of merchandise. The association believes this will allow true NIL opportunities without affecting competitive equity among its member schools.

  • The MHSAA representative council approved the new policy on January 27, 2026.

The players

Michigan High School Athletic Association (MHSAA)

The governing body for high school sports in the state of Michigan.

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The takeaway

The MHSAA's decision to expand personal branding opportunities for student-athletes reflects a growing trend in high school sports to allow athletes to profit from their name, image, and likeness. This change aims to provide equitable opportunities for high school athletes to build their personal brands and earn income, which was previously restricted.