The rise of name, image and likeness opportunities for teenage athletes has prompted Louisiana officials to put legal protections in place as the deals move down from college into high schools.
What lawmakers moved to do
State lawmakers this year approved measures aimed at reducing the risk that young athletes and their families will be taken advantage of by unqualified representatives and promoters. The new rules include:
- Mandatory agent registration for anyone representing high school athletes in NIL agreements.
- Background checks for those who act as agents or intermediaries.
- Required training so agents understand their legal duties and limits when working with minors.
The moves follow growing concern from coaches and school officials who say the market for endorsements and marketing deals is bringing inexperienced people into the lives of teenagers. Some of those offering services are relatives or friends who describe themselves as agents but lack industry experience, according to veteran coaches.
“They might mean well, but they’re just not qualified to do well. They’re not qualified professionally to be an agent.”
The comment came from J.T. Curtis Jr., the longtime head football coach at John Curtis Christian School in River Ridge and a member of Louisiana’s NIL Task Force, who has warned lawmakers about the trend. Curtis said the problem first showed up in high school sports several years ago and has worsened notably over the last two to three years.
Why this matters locally
High schools in Louisiana are dealing with a new commercial environment. For students who now can monetize their personal brand, offers for endorsements and marketing arrangements are arriving while they are still minors and still in the formative stages of their athletic and academic careers. That creates a potential for conflicts, poor legal choices and exploitation.
School leaders and the state athletic association have already begun to address the issue administratively, and the state’s legislative action now codifies protections intended to give parents, athletes and schools clearer rules and more transparency.
Practical impact for families and schools
Under the new framework, families who are approached for endorsement or marketing deals should expect to see:
- Requests for documentation about any agent or marketing representative.
- Proof of registration and cleared background checks for anyone negotiating deals.
- Greater clarity about what transactions are permitted under school and state rules.
The safeguards aim to balance a student’s right to profit from their own name and image with protections appropriate for minors. Louisiana first recognized athletes’ rights to earn from their personal brands at the college level after a 2021 shift in national law and policy, and the latest actions extend that recognition into secondary schools with oversight measures.
For now, the statewide changes set a precedent for how other states might handle high school NIL activity and signal that Louisiana is trying to keep young athletes safe while allowing them to benefit from new economic opportunities.
