Colorado High School Athletes Get New NIL Guidance

Families should verify personal branding contracts with athletic directors to ensure they protect student eligibility.

Updated on Oct. 28, 2026 in Administration

Colorado High School Athletes Get New NIL Guidance

Live Poll

Should high school athletes be permitted to pursue paid personal branding deals?

Colorado athletic directors are receiving guidance on managing student name, image, and likeness (NIL) activity to protect eligibility and avoid predatory contracts. As personal branding becomes more common, administrators are focusing on preventing the unauthorized use of school intellectual property.

Why it matters

Clear oversight helps student-athletes avoid eligibility risks and predatory agency agreements. Administrators play a key role in ensuring that local high schoolers are not exploited while participating in personal branding deals.

Currently, 46 state associations permit NIL activity, where typical student deals range from $60 to $80. Unregulated agents may charge commissions of 15% to 30%, though CHSAA bylaws currently prohibit student-athletes from utilizing such agents.

The players

Dr. Scott Grant

The official coordinating NIL policy education for Colorado athletic directors.

CHSAA

The governing body for Colorado high school athletics that maintains bylaws regarding student-athlete eligibility.

Zac Lemon

The Eaton High School Athletic Director and recent recipient of the Brewed for Impact Award.

The details

NIL, often referred to as personal branding activity to distinguish it from school competition, requires strict adherence to institutional policy. Administrators are advised to review all contracts and confirm that no school marks, uniforms, or intellectual property are used in promotional posts. Because agents may target students with high commission rates, officials must document all discussions with families to ensure compliance with state-specific bylaws.

November 5, 2026: Rural & Small School Symposium in Glenwood Springs.
November 10, 2026: Rural & Small School Symposium in Greeley.
November 11, 2026: CHSAA/CADA AD Connect and committee meetings.
November 17, 2026: Next Coffee with the Commish meeting.

The Home Front

The rise of student-athlete personal branding marks a shift in traditional amateurism standards for Colorado families. This development follows a period of rapid policy drafting during the 2024-25 school year aimed at aligning local bylaws with changing national norms.

Families should check with their local athletic department before signing any branding agreements to ensure they do not violate state eligibility rules. It is essential to confirm that no school logos or uniforms are used, as these remain the most frequent source of compliance violations.

The takeaway

Student-athletes should approach personal branding deals with caution, especially regarding the use of school-affiliated assets. Always consult with your school athletic director to verify that any proposed contract aligns with current state bylaws and avoids potential eligibility risks.