Mike Farley (Coach Farley) is the owner of the JSH&P Branding Agency and has spent 35 years within the brand identity workspace. His early interest and expertise with NIL has proven timely with the advent of new rules in the NCAA, and it effect on high school athletes.

Wisconsin to become 32nd state to adopt NIL rules

It would appear that Wisconsin, through the WIAA (Wisconsin Interscholastic Athletic Association) is going to approve new rules that govern how high school athletes in the state can take advantage of NIL (Name, Image, Likeness) opportunities. 31 other states, including Minnesota and Iowa have already done the same.

We all have heard of some of the brand deals that have been struck by NCAA athletes — perhaps most notably and recently, by Iowa’s sensational women’s basketball player, Caitlyn Clark — who signed a $3.5 million endorsement deal with Nike. Much of the money that is flowing around only seems to be in the hands of a very select few, but the truth is that it is reaching far wider and deeper than most had expected… even to the high school level.

Although it feels like the “Wild West”, the good news in all of this is that most of the governing bodies in states across America are simply trying to get in front of the issue (where the NCAA has been playing catch-up) since July of 2021 when the U.S. Supreme Court unanimously ruled that the NCAA could not prohibit student athletes from profiting off education-related payments.

Wisconsin’s WIAA will be voting on Wednesday of this week (April 24th) to adopt new rules that will allow young athletes to strike their own deals — but with more restrictions than is allowed in college sports. We encourage you to learn all you can about what’s transpiring right now… including this quick read from the Milwaukee Journal Sentinel.

The gist of the JS Online article, and of recent news throughout the state is this:

“While the WIAA proposal opens the door for athletes to profit off of their name, image and likeness, there are several key limitations outlined in the proposal. A student athlete may not appear in the uniform of the student’s school, nor may any logos, marks or other designations of the school team, school, conference or the WIAA appear as part of any endorsement. Language also exists in the proposal to ban the promotion of activities and products associated with: gambling/gaming; alcoholic beverages, tobacco, cannabis, or related products; banned or illegal substances; adult entertainment products or services; and weapons.” — JS Online

Further, the article states: 

“Compensation may not be tied to any specific athletic performance or achievement and must be commensurate with market value. Any compensation may not be used as an inducement to attend a particular school or remain enrolled at a particular school. The proposal also includes language that extends to “persons associated with the school” to cover a wide range of third parties who may not provide compensation to recruit or retain a student-athlete.

NIL activities may also not interfere with academic or athletic obligations. The proposed language also prohibits student-athletes from utilizing an agent or other representation. High school employees are also prohibited from helping facilitate NIL deals.” — JS Online

The point for all young athletes is that the power to create their own opportunities, just like setting up a kid’s lemonade stand, is up to their own initiative… and perhaps more importantly, that their social media presence should not be taken lightly.

If you are interested to garner attention for yourself and opportunities to become “brand worthy”, then you need to begin doing your due diligence and learn what’s possible (and probable) within the new era in which we live and compete.


Download last year’s NIL & YOU PDF file found exclusively at Coach Farley’s College Recruiting Clinics.

Name, Image and Likeness (NIL) is a term that describes the means through which college (and high school) athletes are allowed to receive financial compensation. NIL refers to the use of an athlete’s name, image, and likeness through marketing and promotional endeavors.


Coach Farley’s kicking camps deliver honest instruction and information to allow high schoolers to reach their potential. Likewise, he’s interested to arm young athletes with facts to becoming business and brand savvy, as well.


Our two “bookend” camps this summer offer a unique opportunity for all young athletes to learn more about the college recruiting process and about NIL opportunities while at camp!  The Northshore Combine (May 24) at Concordia University in Mequon, WI is the first and the second is after the Midwest Kicking & Punting Championship (July 13) in River Falls, WI.