West Virginia Just Opened the NIL Door to Middle & High School Athletes and Here’s What That Means for Families
By: Kalei Mahi
Imagine being 15 and signing your first endorsement deal before you even take the SAT. That’s now a reality in West Virginia.
As of August 11, 2025, West Virginia became the first state to allow middle and high school athletes to profit from their name, image, and likeness (NIL). The policy was approved by the state board in July and officially takes effect today. It sets clear eligibility guidelines to protect amateur status while leaving room for adjustments as NIL rules continue to evolve.
Why This Policy Matters
For young athletes, the door to NIL deals has typically stayed locked until they committed to a college program. Now, a freshman quarterback could partner with a local car dealership, or a sophomore volleyball player could collaborate with a regional apparel brand. These opportunities can help fund training, travel, and exposure without forcing families to relocate for better access to resources.
It’s also a retention strategy. For years, states have watched their top talent leave for better recruiting pipelines or stronger NIL markets elsewhere. West Virginia’s new policy gives athletes a reason to stay and build their brand locally.
The Opportunity and the Risk
I’ve been saying for a long time that NIL education needs to start earlier. West Virginia just made that possible by allowing talented athletes to monetize their brand as early as middle school.
This creates exciting possibilities, but it also opens the door for bad actors to take advantage of young athletes and their families. Without proper guidance, it’s easy to sign contracts that undervalue an athlete’s worth, lock them into long-term commitments that limit their growth, or put academics and eligibility at risk.
How Families Can Navigate the New NIL Landscape
That’s where my work with NextGen Legacy NIL comes in. I help athletes and their families:
Cut through the noise and understand the fine print in contracts
Build a personal brand that aligns with their values and grows with them as they begin to settle into who they are as young adults
Prioritize academics and athletic performance alongside NIL growth
Create a long-term strategy so early deals don’t limit future opportunities
Provide access to financial advisors, NIL legal experts, licensed child psychologists, and wellness experts to serve the whole athlete, not just part
The earlier we start building that strategy, the better positioned an athlete is to grab the right opportunities without sacrificing eligibility, education, or long-term goals.
What Happens Next
The challenge now is execution. Will schools and families have the resources and awareness to make smart decisions? Can they balance NIL activity with education and long-term athlete development?
The answers to those questions will determine whether West Virginia’s decision becomes a model for other states or a cautionary tale.
West Virginia took the first step. The rest of the country is watching closely to see if it’s a monster step forward or just another splashy headline.
