Following the Michigan High School Athletic Association’s (MHSAA) decision to allow high school athletes to participate in name, image and likeness (NIL) opportunities, families around the Lansing area are starting to feel the impact. While the idea of student-athletes earning money from their talents is exciting, many parents say the reality is more complicated than they expected.
At East Lansing High School, junior wide receiver Jayden Brooks has started gaining attention on social media after a strong football season. With that attention has come early NIL interest, something his mom, Danielle Brooks, said she wasn’t fully prepared for.
“I think it’s a blessing, but it’s also a lot to handle,” Danielle Brooks said. “These are still kids, and now you’re talking about money, contracts and business decisions. As a parent, you feel like you have to step in and figure everything out.”
For Brooks, the biggest challenge has been understanding what a fair NIL deal even looks like. Without prior experience in marketing or contracts, she said she’s had to learn quickly.
“I didn’t even know where to start,” Brooks said. “You hear numbers, you hear opportunities, but you don’t really know what’s good or what’s not.”
That same uncertainty is shared by other parents across the Lansing area. At J. W. Sexton High School, senior football player Malik Turner has built a strong following online, which has opened the door for potential brand partnerships. His father, Marcus Turner, said NIL has changed his role as a parent.
“Before this, I was just making sure he stayed focused on school, track and football,” Marcus Turner said. “Now I’m looking up ways to maintain deals, thinking about his image and trying to make sure nobody takes advantage of him.”
Turner said one of his biggest concerns is making sure his son doesn’t rush into opportunities just because they seem exciting.
“At this age, everything feels big,” he said. “But you’ve got to slow down and really think about what you’re agreeing to.”
Social media has become a major part of NIL, and parents say that adds another level of pressure for high school athletes. Instead of just performing on the court or field, young student-athletes now think about how they present themselves online.
At Okemos High School, junior volleyball player Aaliyah Carter has started building her presence on platforms like Instagram and TikTok. Her older sister, Mallory Carter, said NIL has completely changed how they think about social media.
“It’s not just about posting for fun anymore,” Mallory Carter said. “Now it’s like, ‘How does this look? What message does this send?’ It’s a lot for a teenager to think about. With me being on social media a lot, I try to help manage Aaliyah’s content so it can be less stress.”
That pressure can affect how athletes act both online and in real life. Parents say they are now having more serious conversations with their kids about responsibility and long-term consequences.
“You have to remind them that everything they do matters now,” Carter said. “One bad decision can affect opportunities.”
Trainers are also seeing the shift. Tim Rawls, a former local football coach-turned trainer, said NIL has changed the way parents approach high school sports.
“Parents are asking more questions about exposure and branding,” Rawls said. “It’s not just about playing time or really even developing a kid first anymore; it’s about what comes after.”
Despite the concerns, many parents still believe NIL can be a positive opportunity if handled the right way. For some, it represents a chance for their children to benefit from years of hard work.
“I’m not against it at all,” Danielle Brooks said. “I just think there needs to be more guidance for parents and kids. We’re all learning as we go.”
Marcus Turner agreed, adding that education is key as NIL continues to grow at the high school level.
“There’s no blueprint for this,” he said. “We’re figuring it out day by day.”
As NIL continues to expand across high school sports in Michigan, parents are becoming one of the most important voices in the conversation. Their role is no longer just support from the stands, it’s helping their children navigate opportunities that could shape their future.
“At the end of the day, they’re still kids,” Mallory Carter said. “You want them to succeed, but you also want to protect them.”