NIL Is Here to Stay: Why High School Athletics Should Embrace the Change

When it comes to Name, Image, and Likeness (NIL) at the high school level, a level of uneasiness is understandable. Many coaches and athletic administrators have seen what’s unfolded in college athletics (unchecked recruiting chaos, inflated promises, and team chemistry challenges) and worry that embracing NIL could jeopardize the values that make high school sports special.

We get it. But here’s the thing: NIL is already here. And ignoring it or hoping it goes away doesn’t stop its influence. In fact, doing nothing creates more of the problems schools and coaches are hoping to avoid.

NIL Is Already Impacting Your Athletes

Whether your school has an NIL policy or not, your student-athletes are already being influenced by NIL culture:

• They’re following college athletes’ NIL moves on social media

• They’re being approached by "agents" offering deal and money promises

• They’re creating content that could attract brand attention

• They’re forming NIL goals—often without adult guidance

When schools don’t step in to provide structure and education, athletes turn elsewhere. Sometimes to people with good intentions. Sometimes not.

The iPhone Analogy: Advancement of Youth Sports

When the iPhone debuted, many dismissed it. Who would want a phone with no buttons? Fast-forward to now: smartphones are everywhere, reshaping how we live, work, and connect.

NIL is similar. It’s one of the biggest “technological” and cultural shifts to hit the non-professional sports world in decades…if not ever. And just like the iPhone, it’s here to stay.

Schools have a powerful opportunity to shape how it takes root before it’s too late. They can implement structure, set expectations, and still guide student-athletes with the values that have always defined high school sports.

What Happens If You Don’t Engage

Avoiding NIL doesn’t eliminate risk. It opens the door to it:

• Athletes make NIL decisions without guidance

• Parents pursue opportunities without understanding implications

• “Gifts” and endorsements happen under the radar

• Compliance issues arise unintentionally

• Team unity suffers as conversations and deals go unspoken

NIL Doesn’t Undermine Values—It Reinforces Them

Done right, NIL doesn’t erode the values of high school sports. It actually amplifies them:

• Discipline: Maintaining eligibility and commitments for a partnership takes responsibility.

• Time management: Balancing practice, schoolwork, and content creation is a modern real-world skill.

• Integrity: Choosing deals that align with your values requires maturity.

• Communication: Athletes must learn to act professionally with professionals and brands.

• Leadership: NIL success often involves highlighting teammates, community causes, and school pride.

It’s no different than what schools and coaches already teach on the court or field. NIL just provides a new stage to apply those lessons.

Doing nothing creates more of the problems schools and coaches are hoping to avoid.

What Schools Can Do Now

Being proactive doesn’t mean becoming an endorsement machine. It means starting with small, thoughtful steps:

• Educate your staff and coaches: Make sure everyone understands what NIL is and what it isn’t.

• Open the conversation: Let athletes and parents know your school supports NIL done the right way.

• Set clear expectations: Establish team guidelines around how NIL fits within your athletic culture.

• Partner with organizations that align with your mission: Resources like Jrzy Elite can help provide structure and education without overwhelming your staff.

Final Thoughts

We understand the resistance. But pretending NIL isn’t already here only opens the door to everything you want to avoid. By being proactive now and educating athletes and setting standards, schools ensure that NIL becomes a tool that strengthens high school athletics, not threatens it.

Want to explore how NIL education can work for your school? We’re here to help.

Jrzy Elite specializes in helping New Jersey high schools protect the integrity of their programs while empowering student-athletes through NIL.

Let’s work together to shape what comes next. Contact us