As someone working directly in sports management, I have a front-row seat to the evolving dynamics of college and high school athletics. One of the most transformative changes in recent years has been the advent of Name, Image, and Likeness (NIL) rights. These rights have given college athletes unprecedented opportunities to monetize their personal brands. However, in states like Texas, high school athletes are still barred from benefiting from NIL due to University Interscholastic League (UIL) regulations. From my experience, this discrepancy not only hinders young athletes’ financial potential but also places them at a disadvantage compared to peers in more progressive states.
NIL rights empower athletes to profit from their hard-earned reputations. These students dedicate countless hours to perfecting their craft, often balancing rigorous academic schedules with the demands of elite competition. For college athletes, NIL offers a fair return on the value they bring to their schools and communities. From endorsement deals and personal merchandise to social media promotions, athletes now have the ability to leverage their personal stories and followings. I’ve seen firsthand how these opportunities can be life-changing, not just in terms of money, but in teaching valuable business and branding skills.
The situation is markedly different for high school athletes in Texas. Because UIL regulations currently prohibit NIL deals for high schoolers, talented young athletes are restricted from accessing the same opportunities as their peers in states like California or Georgia. This creates a competitive imbalance, especially for those whose visibility and marketability are at their peak during their high school years. Many of these athletes come from families that could greatly benefit from the financial support NIL provides, and denying them that chance feels increasingly outdated and unfair.
In my day-to-day role, I work with athletes, brands, and families to navigate the business side of sports. I see the excitement when a young athlete lands their first NIL deal — not just for the paycheck, but for what it represents: validation of their hard work and a glimpse into their potential future. Conversely, I also witness the frustration of Texas-based athletes who must wait until they graduate to participate in this system, sometimes missing their prime window of visibility.
Opponents of NIL in high school often argue that it could distract students from academics or create inequality within teams. While these concerns are valid, the reality is that we already ask so much of these athletes — to represent their schools, to perform under pressure, and to act as role models. Providing them with regulated, educational pathways to earn money through NIL is a natural extension of their responsibilities and contributions. With proper guidance, NIL can be a tool for personal growth rather than a distraction.
The world of sports is changing, and it’s our responsibility — especially those of us working within it — to ensure that policies reflect that evolution. NIL is not just about money; it’s about equity, opportunity, and recognizing athletes as more than just players on a field. Until Texas and states with similar restrictions update their stance, many talented high school athletes will continue to be left behind.
