The High School Coach’s NIL Compliance Playbook (How to Support Athletes Without Crossing the Line)

Coaches wear many hats: mentor, motivator, teacher, and protector.

Now, with Name, Image, and Likeness (NIL) transforming high school athletics, they're also becoming trusted navigators in uncharted territory.

Since New Jersey opened the door for high school NIL, coaches are fielding questions they never anticipated: Can my athlete sign that deal? What about using team facilities in deal content? Am I allowed to help them negotiate?

One misstep can cost an athlete their eligibility or damage your program's reputation. This playbook gives you the framework to support athletes confidently while staying fully compliant with NJSIAA regulations.

Coaches who learn the rules, set clear expectations, and guide athletes will develop young people who are better prepared for college, careers, and life.

 

1. Know the Rules Before You Advise

The non-negotiables every New Jersey coach must know:

• Coaches cannot negotiate, arrange, or facilitate NIL deals for athletes

• School intellectual property or school association is off-limits: No logos, mascots, uniforms, or facilities can be used in NIL content

• NIL must be separate from recruiting: Deals cannot be inducements to attend or stay at your school

• Athletes should disclose NIL activities: Transparency protects everyone

The NJSIAA's NIL policy continues to evolve. Bookmark their official FAQ and check for updates before each season. When in doubt, consult your athletic director.

2. Reframe NIL as About Education and Growth, Not Just Money 

Most high school athletes hear "NIL" and think dollar signs. Help them see the bigger picture.

Position NIL as real-world skill development:

• Brand building: How do you want fans, colleges, and employers to perceive you?

• Financial literacy: Understanding contracts, taxes, investing, and saving

• Professional skills: Communication, negotiation, meeting deadlines

• Time management: Balancing commitments builds discipline

When athletes approach NIL with a growth mindset, they become better ambassadors for your program and develop skills that last beyond their playing days.

3. Encourage, Don’t Facilitate

What coaches CAN do:

• Listen when athletes ask general NIL questions

• Direct them to verified educational resources

• Teach them to evaluate opportunities critically

• Encourage family involvement in all decisions

• Educate about red flags and scams

What coaches CANNOT do:

• Reach out to businesses on behalf of athletes

• Negotiate contracts or compensation

• Recommend specific deals or agents

• Allow NIL to influence playing time or roster decisions

The golden rule: Be a sounding board, not a dealmaker. You're a teacher helping students analyze a new world, not an advisor pushing outcomes.

 

4. Create Team-Specific NIL Guidelines

Proactive policies prevent problems. Every program should look to implement written expectations.

Essential components:

• Disclosure process: Athletes should notify coaches/school of partnerships

• Social media standards: Expectations for posting during season

• Scheduling priorities: Team and school commitments come before NIL obligations

• Team unity focus: Not everyone gets the same opportunities – celebrate teammates' success

Review and update these guidelines annually as NIL continuously evolves.

 

5. Watch for Red Flags

Even if you cannot broker deals, you can help athletes recognize danger signs:

• Unclear payment terms

• Pressure to promote products they do not believe in

• Adults contacting them directly without parental involvement

• Signing long-term contracts

Encourage families to review contracts carefully or connect with a trusted NIL partner who can help evaluate legitimacy.

 

6. Leverage NIL to Strengthen Community Ties

When managed well, NIL deepens relationships between your program, local businesses, and your community.

Athletes partnering with hometown businesses creates win-win-win scenarios: authentic local marketing, professional development for athletes, and community pride in your program.

Foster healthy community NIL by:

• Recognizing athletes' accomplishments on and off the field through team and community communications

• Inviting local businesses to school events and games

• Encouraging athletes to give back through charity work

• Framing NIL as an extension of program values

 

7. Build a Culture of Education

The best way to keep NIL healthy is through knowledge.

Host short sessions each season that cover:

• NIL basics and eligibility requirements

• Social media best practices

• Financial and contract awareness

Even a 20-minute preseason talk can prevent misunderstandings that lead to eligibility issues later.

 

The Bottom Line

High school NIL isn't going anywhere. Coaches who learn the rules, set clear expectations, and guide athletes will develop young people who are better prepared for college, careers, and life.

NIL doesn't have to create chaos. When approached with education, boundaries, and integrity, it becomes another opportunity to build character and confidence in young athletes.

Download our free resource: “How Coaches Can Help Their Players Navigate NIL” for additional assistance for staying on top of the NIL game.

How Coaches Can Help Their Players Navigate NIL.pdf

Download PDF • 1.37MB

 

FAQ Section

Q: Can a coach recommend specific NIL agents or companies?

Coaches cannot directly broker or negotiate NIL deals for athletes, but they can point athletes and families toward trusted educational resources that help them understand NIL safely and responsibly.

The key distinction is intent: coaches can educate and connect, but they cannot facilitate or influence a specific deal.

Q: What if a player posts NIL content wearing school gear?

Address it immediately but educationally. Remind them that NJSIAA rules prohibit using school marks. Ask them to remove or edit the post, then use it as a teaching moment for the whole team.

Q: Can NIL create team conflicts?

Potentially, but the data points to the contrary. According to Student-Athlete Insights, 92% of student athletes disagree that NIL has negatively impacted their relationships with teammates. As a coach, set clear expectations that opportunities vary, celebrate all achievements, and reinforce that team chemistry comes first.

Q: What if a local business asks me to connect them with an athlete?

Politely decline: "I appreciate your interest, but I can't facilitate NIL deals. You're welcome to reach out to the athlete's family directly or explore NIL platforms that handle high school partnerships compliantly."

Q: What is the best first step for coaches to get acclimated to NIL?

Start by learning the basics. Then, draft basic team guidelines, identify trusted resources to share with athletes or connect them to, and commit to staying informed. You don't need to know everything – just enough to point athletes in the right direction.