Florida’s new law allowing high school athletes to profit from their name, image and likeness will redefine high school sports, says a Florida Atlantic University sports expert.

Florida’s new law allowing high school athletes to profit from their name, image and likeness will redefine high school sports, says a Florida Atlantic University sports expert.

The new legislation, approved by the Florida High School Athletic Association, will take effect during the 2024-25 sports season and will bring significant changes to the lives of high school athletes.

“This law has a huge impact on the lives of junior athletes and their ability to make money before they even go to college,” said Daniel Cornely, director of the MBA in Sport Management program in the College of Business. “The deal gives the students more exposure from college recruiters while they are still playing at the high school level and the opportunity to potentially become brand ambassadors for companies that want to do business with them.”

Under a measure approved by the Florida High School Athletic Association, students can earn money through NIL deals without jeopardizing their athletic eligibility. Current policies prevent students from earning money while using their school’s uniform, logo or other intellectual property or promoting content about politics, guns or smoking.

While the negotiation of contracts ultimately rests with parents and students, schools and their athletic programs must ensure that students are aware of the financial aspects of their contracts.

“Student athletes need to be educated on economic and financial literacy; they need to know how much they need to set aside for taxes, and they need to know how to negotiate contracts to ensure they comply with existing rules,” Cornely said. “Schools and athletic directors need to educate on the rules and ensure compliance to effectively navigate this new environment.”

Cornely said companies may exploit high school students and may put undue pressure on them to sign contracts. It’s also possible that disparities between schools will increase, as schools with more resources may have an advantage in recruiting the best talent.

“Although schools are not allowed to use NIL deals to recruit students, certain conversations can still take place that allude to them and give some programs an advantage over others,” Cornely said.

-FAU-