The name, image and likeness era has arrived for Florida high schools

Florida’s high school sports governing body unanimously approved specific language Tuesday allowing its student-athletes to profit off their name, image and likeness.

Following a detailed look at the bylaws — and restrictions — pertaining to the new legislation, the Florida High School Athletic Association’s board of directors gave its landmark approval in a roll-call yeah-or-nay vote.

Florida becomes the 36th state to permit high school athletes to benefit financially from name, image and likeness.

It goes into effect for the 2024-25 school year.

“I do really believe that this is going to put us on par with the rest of the country,” said board president Monica Colucci, a Miami-Dade County school board member.

Prohibitions include any name, image and likeness activities involving collectives, a widespread concern among coaches fearful of such groups luring student-athletes to a particular school in a pay-for-play scenario.

Other prohibitions include deals with adult entertainment; alcohol, tobacco, vaping and nicotine products; cannabis products; controlled substances; gambling enterprises; weapons, firearms and ammunition services and political or social activism.

Additionally, a student-athlete who transfers after starting a sport shall be prohibited from securing a name, image and likeness agreement that season, unless he/she meets certain bylaw provisions.

Moreover, student-athletes and their parents/guardians must negotiate any name, image and likeness activities independent of their school, school district or the state athletic association. They’re also forbidden to use their school’s uniform, equipment, logo or name while monetizing their name, image and likeness.

Boosters, however, have a bit more wiggle room.

For now, the legislation forbids “representatives of a school’s athletic interests” from engaging in name, image and likeness deals with student-athletes. But board member Kimberly Richey — the Florida Department of Education’s senior chancellor — laid out a scenario Tuesday in which a business owner who contributes financially to an athletic department (i.e. purchasing uniforms) also would be permitted to employ the school’s quarterback for an ad for his or her business.

“So I think what we’re OK with is supporting the athletic program and directly engaging in NIL activities,” Richey said.

Despite the unanimous vote, which was preceded by at-length discussions and at least two organized workshops, pushback persisted on the new legislation. Tuesday’s most outspoken opponent was Shelton Crews, executive director of the Florida Athletic Coaches Association.

Speaking to the board Tuesday, Crews noted student-athletes now have the opportunity for significant compensation while the stipends for Florida’s prep coaches remain among the nation’s lowest.

“It’s kind of upside down,” Crews said.

“I am not against NIL, but there’s a lot of scary things, because you look at what has happened in college athletics and the transfer portal. Basically, there’s no such thing as NIL in college athletics, it’s just pay-to-play.”

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Also on Tuesday, the board unanimously approved the implementation of an “open” playoff bracket for all team sports, effective for the 2026-27 school year. In this format, the state’s top eight teams according to the MaxPreps rankings — regardless of classification — would compete in one playoff bracket in a double-elimination format for a championship.

Contact Joey Knight at [email protected]. Follow @TBTimes_Bulls