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High school athletes have now begun to win business using their name, image and likeness or NIL through marketing deals.
The contracts began trickling down to high schoolers after the NCAA announced last year that it would allow student athletes to make money through NILs.
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Basketball hoop, basketball scoring in the stadium
Currently, seven states have approved the preparatory athlete contracts, while a few other states are weighing whether the agreements would harm collegiate sport.
New York high school basketball stars Ian Jackson and Johnuel “Boogie” Fland have capitalized on their fame. The two athletes have been ranked as top prospects for the 2024 recruit class and will receive a percentage of sales for a commercial company’s products that use their likeness. You’ll also get four-digit monthly checks to create social media posts about the brand.
Jackson, 16, is saving the money he makes from multiple deals to buy a home for his family.
“I want to take my family to a better place,” he said.
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Johnuel “Boogie” Fland shoots baskets in the gym at Archbishop Stepinac High School in White Plains, NY Monday, May 2, 2022. Fland is among a growing number of high school athletes who have sponsorship deals for their name, image and life signed (AP Newsroom)
Fland also said he hopes to use the money he receives to better off his family financially.
“It was a very big deal,” he said. “All the hard work is finally paying off.”
Karissa Niehoff, CEO of the National Federation of State High School Associations, said NIL contracts for high school athletes could become disruptive, but stated that she doesn’t think the contracts will become commonplace in high school.
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Dartmouth Indians Blaine Alemeida (#12) celebrates the win as time runs out. Dartmouth vs. Melrose in the MIAA Division 3 Super Bowl at Gillette Stadium. (Photo by Barry Chin/The Boston Globe via Getty Images)
“I don’t think we’re going to see much of that,” she said.
Niehoff also said that high school “is not intended to be a way of earning a living and we hope it stays that way.”
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The issue of NIL deals for high school athletes comes after a Supreme Court decision last summer that the NCAA cannot prohibit sophomore-athletes from receiving educational-related compensation benefits. Following this ruling, Alaska, California, Nebraska, New Jersey, New York, Louisiana, and Utah have enacted laws or policies allowing high school athletes to receive compensation for their likeness.
The Associated Press contributed to this report.