Name, Image and Likeness (NIL) has become one of the most contested topics in the sports world. NIL is a system through which high school and college athletes are paid for social media posts, endorsements or appearances. Many companies grant NIL deals, with the hope of expanding their reach through a well-known athlete.
NIL has expanded rapidly in college sports with athletes earning great amounts of money over the last few years. Arch Manning, for example, has an NIL valuation of $6.8 million. Others like Carson Beck and Jeremiah Smith post similar NIL valuations.
High school athletes are not earning the same amount of money that Division 1 football stars are making, but they are still profiting greatly.
However, not all high schoolers can benefit as only 40 states have passed laws allowing NIL for high schoolers. California was the first state to allow it in 2021, and Georgia became the 30th state to do so in 2023.
States have different restrictions for these athletes but the common themes are that high schoolers cannot be paid based on their performance. For example, they cannot be paid $100 per goal they score or be paid for winning a game. In addition, the rules restrict athletes from promoting their high school through school logos and from using their high school’s athletic facility for NIL-related content.
Recently, many of the top high school runners in Georgia signed an NIL deal with Atlanta Track Club and Adidas Running. These athletes act as ambassadors to grow the running community and in turn will receive free Adidas gear and a small cash payment. NIL deals like this are the most common in high school sports.
Accordingly, many argue that NIL for high schoolers is extremely advantageous. They say that the financial benefits and recognition for hard work outweigh the drawbacks.
Those on the opposing side argue that NIL reduces the incentive to compete, can lead to poor money management, and that it takes the fun out of high school with a business focus instead of an education focus.
Regardless of one’s opinion of Name, Image and Likeness, the adoption of NIL into high school athletics shows the expanded influence of athletes in advertising.
