NIL 101: What High School Athletes, Parents, and ADs Need to Know

NIL 101: What High School Athletes, Parents, and ADs Need to Know

Mid-Atlantic & East Coast Edition

Intro: NIL is Real—Even in High School

The NIL era is no longer coming. It’s here. From Baltimore to Boston, high school athletes are landing sponsorships, hosting camps, and getting paid to show up—and if you’re not paying attention, you’re already behind.

But let’s be clear: NIL isn’t magic money. It’s not a blue check and a big check. It’s work. It’s brand-building. It’s a job that, if handled carelessly, can damage eligibility—or worse—your reputation.

This guide breaks it down for athletes, parents, and ADs across Maryland, DC, Virginia, Pennsylvania, Delaware, New York, New Jersey, New England, and yes, North Carolina too.

1. What Exactly Is NIL?

NIL stands for Name, Image, and Likeness. It gives athletes the right to profit from their identity—not from their school, but from who they are and how they’re perceived.

Here’s what that might include:

• Paid Instagram or TikTok posts

• Endorsement deals with local brands

• Hosting youth training clinics

• Merchandise with your name or logo

• Autograph signings

• Monetized YouTube channels

• Sponsored appearances at events

What it’s not:

• Getting paid to play for your school

• Getting gifts for committing to a team

• Breaking amateur rules for a quick deal

2. Where NIL Is Allowed (East Coast Edition)

Rules vary by state, and that matters. Some public high school systems allow NIL. Some don’t. Others are silent—meaning it’s up to the district or private league.

Permitted or In Progress (Check District):

• Maryland – NIL permitted, but school-level policies may vary

• New York – Permitted, evolving with oversight

• New Jersey – Permitted since 2022

• Connecticut, MA, VT, NH, RI, ME – Generally allowed or unregulated

• Delaware – Permitted

• North Carolina – Permitted with pre-approval through NCHSAA

Restrictive or Gray Areas:

• Pennsylvania & Virginia – NIL not yet permitted for public high schools

• Washington, DC – Case-by-case depending on charter/private or league status

Rule of thumb: Always ask your AD or school official first. Don’t risk eligibility based on what someone else posted on Instagram.

3. What Local NIL Really Looks Like

You don’t need 100,000 followers. You need trust, presence, and a strong local story. Most high school NIL deals on the East Coast are local or regional, like:

• A Maryland sprinter partners with a smoothie café in Columbia

• A Delaware football player promotes a local gym

• A New Jersey hurdler hosts a youth track clinic

• A Rhode Island volleyball player posts affiliate links for a hydration brand

The playbook is simple: community over clout. Brands want connection more than celebrity.

4. The Work Behind NIL: This Is a Job

This is not a “get rich because you’re good” setup. NIL is real work. Athletes need to be more than talented—they need to be accountable.

Here’s what’s really involved:

• Creating content regularly (posts, stories, videos)

• Communicating with brands and reps

• Signing and managing contracts

• Tracking deliverables and deadlines

• Learning about taxes and business basics

If you’re a parent or AD reading this, ask: Does this student-athlete have time to take on another part-time job? Because that’s what NIL really is.

Why Hiring an Agency Like PATHS Management Group Matters

Most families try to manage NIL deals on their own—until they realize how quickly it spirals.

PATHS Management Group exists to solve that. We’re not just agents—we’re a full-service sports and talent management agency that supports athletes from local high school stars to Olympic contenders.

Here’s how we help:

• Sourcing Local NIL Deals – We match athletes with the right local or regional brands.

• Contract Review & Compliance – We ensure everything is legal, fair, and eligibility-safe.

• Brand Strategy – We help athletes tell their story, align with brands they care about, and grow organically.

• Custom Project Teams – We don’t lock you into a rigid model. We hand-select designers, PR reps, legal advisors, and vendors that fit your exact goals—saving you the cost of hiring each individually.

• Family and School Communication – We build systems to keep all parties aligned without overstepping school policy.

Working with PATHS is about focus, protection, and growth—with real transparency and strategy, not one-size-fits-all plans.

Who Does What? Social Media, Websites, and Brand Assets

We tailor our approach to each athlete’s needs. Some want full service. Others want a collaborative setup.

We Can Provide:

• Content calendars, storyboards, and creative strategy

• Website design and NIL-ready bio kits

• Post writing, design, and scheduled delivery

• Analytics and performance tracking

Athletes Often Provide:

• Photos, game-day videos, and personal moments

• Approval of captions and scheduled posts

• Engagement with fans (replies, Q&A, etc.)

Bottom Line:

We offer as much support as you need—but always preserve the athlete’s voice and vision.

5. For Parents: What You Need to Know

You don’t have to be a marketing expert—but you do need to protect your child.

• Watch for red flags: agents demanding upfront fees, contracts with long-term exclusivity

• Have open conversations about time, expectations, and social media use

• Get guidance from a trusted advisor before signing any deal

• Handle taxes early—NIL income is taxable, even if it’s only a few hundred dollars

And document everything. Treat NIL like a business, not a gift.

6. For Athletic Directors: You Need a Plan

Even in restrictive states, athletes are being approached. You don’t need to manage NIL—but you do need to:

• Know your state and district policy

• Set clear communication protocols

• Prepare families for what’s allowed (and what’s not)

• Refer athletes to licensed professionals if needed

• Monitor brand and booster relationships closely

NIL is new territory for high schools, but doing nothing is no longer an option.

7. Realistic Expectations: This Isn’t the NBA Draft

The truth is, most athletes won’t make $50k from NIL in high school. But that’s not the point.

A smart NIL plan can:

• Teach branding, business, and discipline

• Build local reputation

• Lay the foundation for college and career visibility

• Generate income in manageable, meaningful ways

Consistency matters more than clout. And every deal should serve a purpose—not just a paycheck.

8. NIL Readiness Checklist (High School Edition)

For Athletes:

• Know your state’s NIL policy

• Clean up your social media

• Build a short bio and media kit

• Set 1–2 goals (income, visibility, experience)

• Reach out to a rep or agency

For Parents & ADs:

• Confirm school and district NIL stance

• Prepare to review or refer contracts

• Help the athlete stay organized

• Ensure eligibility remains protected

Final Word: NIL Is a Door, Not a Destination

NIL isn’t the finish line—it’s just a new lane. If done right, it teaches real-life skills, opens real doors, and rewards athletes for who they are—not just how fast they run or how many goals they score.

But it takes strategy, patience, and support. That’s why PATHS exists—to build athletes into professionals before they ever sign a pro contract.

If you’re ready to take NIL seriously, we’re ready to help. Engage@pathsclinic.com