Florida High School NIL: A Complete Guide for Parents and Athletes

How to understand the new rules, avoid the pitfalls, and take control of your athlete’s future

As of the 2024–25 school year, Florida high school athletes can officially earn money from their Name, Image, and Likeness (NIL). For families across the state, that’s exciting news—but also a little intimidating. What does this mean? Who’s involved? What can go wrong?

If you’re the parent of a student-athlete, or an athlete trying to figure this all out yourself, you deserve a straight answer. This guide will walk you through it, from what NIL is, to how deals work, to the risks and responsibilities you need to understand. No jargon, no loopholes, just clear and complete info.

What Exactly Is NIL?

NIL stands for Name, Image, and Likeness: the legal terms for someone’s personal brand. Think of it as your athlete’s identity: their name on a flyer, their face in a video ad, their popularity on TikTok or Instagram.

Thanks to a rule change by the Florida High School Athletic Association (FHSAA), high school athletes in Florida are now allowed to make money using that brand, just like college athletes have been doing since 2021.

This includes:

• Sponsorships or endorsements (local businesses, sports brands, etc.)

• Promoting products or services on social media

• Paid appearances, autograph signings, or events

• Creating and selling personal merchandise

NIL is not about being paid to play. It’s about being paid because people want to associate their business or product with a student-athlete’s image or following.

Who Can Get an NIL Deal—and Who Handles It?

Any FHSAA-eligible athlete in Florida can now enter into an NIL deal. But here’s the first major rule:

All NIL deals must be handled independently by the athlete and their parent or guardian.

That means:

• Schools cannot help set up, promote, or negotiate NIL deals

• Coaches, teachers, and athletic directors must stay out of it

• The FHSAA does not broker or approve deals

If you’re a parent, you are now your child’s manager, at least regarding NIL. That includes:

• Reviewing or negotiating contracts

• Making sure deals follow the rules

• Possibly hiring a licensed NIL advisor or agent (more on that below)

• Handling the money, taxes, and reporting obligations

If that sounds like a lot, it is. But you’re not alone; many families are in the same boat, and you can get help if needed.

Can We Hire an Agent or Lawyer?

Yes, under the updated Bylaw 9.9, Florida high school athletes can hire a registered agent or legal representative, but only for NIL purposes. That means:

• Agents can help review NIL contracts or offer advice

• They cannot negotiate athletic scholarships or college recruitment deals

• They must be registered and operating within legal guidelines

This is important because if an agent crosses the line into pro-level negotiations or college recruiting, it could affect the athlete’s amateur status and college eligibility down the line.

What’s Not Allowed in NIL Deals? (Know This Cold)

There’s a hard list of things athletes cannot promote, sell, or be associated with. These bans are in place to protect student-athletes from unsafe or inappropriate partnerships and to keep high school sports aligned with Florida’s public standards.

Forbidden NIL partnerships include:

• Alcohol, tobacco, vaping, and nicotine products

• Cannabis or any controlled substances

• Adult entertainment services or products

• Gambling, sports betting, fantasy sports, or online casinos

• Prescription medications or pharmaceutical promotions

• Firearms, ammunition, or weapon-related businesses

Violating this list can trigger serious penalties, even if you didn’t know it was against the rules. Always read the fine print. When in doubt, ask a qualified legal advisor before signing anything.

What About School Logos, Uniforms, and Facilities?

Another big restriction:

Athletes cannot use their school’s name, logo, uniforms, or equipment in any NIL deal or promotion.

That means no:

• Wearing a school jersey in a commercial

• Filming NIL content on the school field or in the locker room

• Using your school’s name in a product title or tagline

Why? The FHSAA wants to avoid turning public schools into marketing platforms and to prevent schools from profiting off athlete endorsements.

Athletes can still mention their position, sport, or achievements, but they must do so without visually representing the school.

How NIL Affects Transfers and Recruiting

This is where the FHSAA is drawing a hard line. NIL cannot be used as a recruiting tool. Period.

• Schools cannot promise NIL deals to attract athletes

• Private individuals cannot offer NIL money to get an athlete to transfer

• Any in-season transfer followed by a new NIL deal requires a “good-cause exemption.”

This rule is designed to prevent high schools from operating like mini college programs with bidding wars and backroom deals.

If the FHSAA suspects a student moved schools just to chase NIL money, they can suspend the athlete or void their eligibility.

Penalties: What Happens If You Break the Rules?

Here’s the FHSAA’s disciplinary system for NIL violations:

 

These aren’t suggestions. If an athlete breaks the NIL rules, the FHSAA will enforce these penalties, and there is no appeals process for multiple violations.

What About Taxes, Paperwork, and College Eligibility?

Yes, NIL income is taxable. Even if your athlete is 15 years old and making $500 from a local gym promotion, that’s still reportable income.

Parents should be prepared to:

• Track payments and expenses

• Possibly set up a minor’s business account

• File tax documents on behalf of their child

• Consult a tax advisor or accountant

College eligibility is another factor. Just because Florida allows high school NIL doesn’t mean every college will see it the same way. NCAA, NAIA, and NJCAA schools each have their own policies, especially if an NIL deal violates their own rules or seems to cross into “pay-for-play” territory.

Do the homework now to avoid problems later.

Final Thoughts: A Big Opportunity, If You Handle It Right

The NIL policy for Florida high school athletes isn’t just about cashing in—it’s about teaching student-athletes how to build a brand, manage responsibilities, and protect their future.

Handled wisely, NIL can:

• Help fund college

• Build long-term connections with brands and businesses

• Teach financial literacy, professionalism, and accountability

Handled poorly, it can:

• Jeopardize eligibility

• Create legal or tax problems

• Undermine college recruitment opportunities

So, talk to your athlete. Ask questions. Consult experts when needed. Because NIL isn’t just a trend—it’s the new normal. And now that Florida’s all-in, every family has the chance to turn this into a smart, sustainable win.

Disclaimer: This article is intended to inform and educate, not to serve as legal, financial, or professional advice. Every athlete’s situation is unique, and NIL rules are complex and evolving. Families are strongly encouraged to consult with a qualified attorney, tax professional, or NIL advisor before entering into any agreement. Please contact the Florida High School Athletic Association (FHSAA) for official guidance or clarification.