Wisconsin High School Athletes Can Now Profit from Name, Image, and Likeness

In a significant policy shift, the Wisconsin Interscholastic Athletic Association (WIAA) recently voted 293-108 to permit high school athletes to profit from their name, image, and likeness (NIL). This decision follows a previous rejection of a similar proposal in April of the previous year and aligns Wisconsin with over 40 other states that have adopted such regulations. The passed policy allows athletes to sign endorsement deals or promote products, although strict restrictions apply. Student athletes cannot participate in NIL deals that involve their school logos or uniforms, nor can they represent alcohol, tobacco, marijuana, or weapons brands. The rule is framed as a means to promote fairness and sportsmanship within the educational athletics structure, according to WIAA Executive Director Stephanie Hauser. Many school athletic directors have expressed skepticism about the actual impact of this policy, pointing out that only approximately 1% of student athletes may significantly benefit from these opportunities and emphasizing the potential distraction from academics. This decision comes amidst growing legislative pressure across the nation, with athletic administrators stating they wanted to retain local control rather than face state-mandated regulations. Critics, however, warn of the potential complications that could arise, particularly regarding disparities in how opportunities are accessed between athletes from different schools or backgrounds. WIAA's partnership with the local firm Influential Athlete reflects a proactive approach to educate students on navigating NIL arrangements responsibly, beginning in May.