Alan Alaaldin is an ASU Cronkite School of Journalism student assigned to cover Campo Verde for AZPreps365.com

When the Arizona Interscholastic Association revised its eligibility bylaws in 2024 to explicitly allow high school athletes to profit from their Name, Image, and Likeness, or NIL, under regulated conditions, the decision marked a shift in what it means to participate in youth sports.

The AIA Legislative Council approved NIL-related bylaw language in early 2024, establishing Arizona as one of the states permitting high school NIL activity under specific restrictions. This meant — for the first time —Arizona teenagers could earn money from their athletic identity through brand partnerships, merchandise, social media content, and promotional work.

What had long been a conversation centered on college athletes suddenly reached Arizona’s high school gyms, fields, and locker rooms. And with that shift came a new reality: young athletes now find themselves balancing business decisions with schoolwork, practices, and expectations from coaches, companies, and peers. 

A rapid shift in high school sports

For decades, AIA amateurism rules prohibited high school athletes from receiving compensation connected to athletics, meaning any form of paid promotion tied to a student’s athletic identity would have violated eligibility rules. Those core amateurism protections still exist today; athletes cannot be paid by schools, boosters, collectives, or anyone acting on behalf of a school. But Article 15 of the AIA Bylaws now includes specific NIL exemptions that allow students to earn money as long as the compensation is not connected to an AIA team, program, coach, or school entity.

Under the current AIA guidelines, athletes may earn money from NIL activity provided they do not use school uniforms, logos, or trademarks; do not promote or endorse during team events; and ensure NIL activity does not conflict with practices, games, or academic obligations. They must also report NIL agreements to school administrators, who monitor them for eligibility compliance.

“These guidelines may seem simple, but the practical impact is far more complex,” said AIA Director of Media Services Seth Polansky. “High school athletes now navigate contracts, marketing expectations, and online branding before they’re old enough to vote. It’s a learning curve for everyone involved.”

Polansky said the AIA’s priority is maintaining fairness while allowing students to explore the new opportunities NIL provides.

“Our job is to make sure it doesn’t interfere with the educational experience,” he said.

New opportunities for Arizona teens

Across Arizona, NIL participation varies widely. Most high school athletes aren’t signing major deals, but many are earning small contracts from local businesses — such as training facilities, nutrition companies, club programs, or small apparel brands. 

Cayden Cooper, a former standout baseball player at Queen Creek High School and now a sophomore at Glendale Community College, said NIL has created meaningful opportunities for athletes who might not be household names.

“Most athletes aren’t pulling in thousands of dollars, but they’re still getting real opportunities,” Cooper said. “Sometimes it’s local deals, other times it’s equipment or training support — and that still matters.”

Cooper said NIL is also pushing athletes to think about how they represent themselves publicly.

“At first, I didn’t understand much about branding or marketing,” he said. “But NIL teaches you how to carry yourself and how to represent your program. It definitely makes you think differently.”

For younger athletes, even small deals can serve as early lessons in entrepreneurship. Parents and coaches now find themselves helping students interpret contracts, understand deliverables, and manage social media expectations — tasks that were never previously part of the high school sports experience.

Challenges with no clear road map

With opportunity comes challenges — many of which high school athletes are encountering for the first time. Contracts, taxes, negotiations, and content expectations can be overwhelming, especially for teenagers still learning time management.

One of the most significant concerns among Arizona coaches is the potential for NIL to affect team dynamics. When one player secures multiple deals and another receives none, tension can build in locker rooms. Some coaches also worry that athletes may prioritize social media visibility over performance or academics.

Alex Martinez, a staffer with the Arizona State University men’s basketball program who works closely with high-level recruits, said NIL pressures often arrive before athletes understand the responsibilities that come with them.

“A lot of kids see the money and the attention, but they don’t always see the work behind it,” Martinez said. “Managing NIL takes time — it’s content creation, communication with brands, and understanding what you’re signing.”

He said today’s high school athletes are being forced to grow up quickly.

“It puts them into adult decisions faster than they expect,” Martinez said. “Some handle it well, others struggle. But it’s a huge shift from what high school sports used to be.”

Coaches, schools adjust to new normal

The AIA prohibits coaches, schools, boosters, and “persons or entities acting on behalf of the school” from providing or facilitating NIL compensation. This effectively bars coaches or school personnel from negotiating deals or serving as agents.

Because of these restrictions, administrators have needed to adapt quickly to an unfamiliar landscape. Schools across Arizona are now holding informational meetings to walk families through NIL eligibility rules, digital conduct expectations, and brand-related responsibilities. 

Some campuses have gone further, connecting student-athletes with presentations from local marketing professionals, compliance officers, or alumni who work in sports media to help them understand contracts and social media strategy. These sessions often cover contract literacy, personal brand management, and balancing promotional obligations with team responsibilities.

Athletic directors are increasingly the point of contact for compliance questions. They track disclosures, support families, and work to ensure NIL activity doesn’t interfere with team obligations.

Polansky said the AIA continues to update resources as NIL evolves.

“We know this is new, and we want to give schools the tools they need to support their students,” he said.

Preparing for the future

NIL in Arizona is expanding rapidly, and participation is expected to grow as more athletes and families become comfortable with the process. Companies are beginning to recognize the marketing value of partnering with high school athletes who have strong local followings.

“Kids now are thinking about their brand in eighth or ninth grade,” Cooper said. “Everyone wants to put themselves in the best position, and NIL is a big part of that.”

If anything, it’s going to get bigger, Martinez said.

“Athletes who understand NIL now will be way ahead when they get to college," he said. 

What is clear is that NIL is no longer a distant issue affecting only future college stars. It is reshaping the high school experience for many Arizona athletes. Participation in sports now includes entrepreneurial skills, brand management, and public accountability — aspects that were once exclusive to professional or collegiate athletes.

Athletes are learning lessons in time management, negotiation, and public relations that will carry forward into college and beyond. For some, NIL provides financial support and opportunities to give back to their communities. For others, it presents challenges that test maturity, resilience, and focus.

“This is the reality now,” Polansky said. “High school sports are about more than just competition on the field — they’re about preparing young people for opportunities and responsibilities they didn’t have before. NIL is teaching them life skills they might not get anywhere else.”