Hamilton Southeastern High School

RELEASE: https://www.ihsaa.org/sites/default/files/documents/050426.Board_.pdf The Indiana High School Athletic Association has approved new Personal Branding Activities (PBA) guidelines that will take effect beginning with the 2026-27 school year. This new rule allows Indiana high school student-athletes to independently benefit from certain personal branding opportunities while still maintaining their athletic eligibility. What does this mean for families? Student-athletes may be able to participate in activities such as promoting their personal brand on social media, making personal appearances, or providing services like private lessons, youth coaching, or tutoring for reasonable compensation. Just as important, there are clear limitations in place. Students may not use school uniforms, logos, team branding, or reference their school in any paid promotional activity. Schools also cannot arrange opportunities for student-athletes, and participation in activities tied to recruiting, school-affiliated collectives, or prohibited industries remains strictly prohibited. The goal of this new policy is to provide students with opportunities to grow and benefit from their personal brand while preserving the educational values and integrity of high school athletics. As we prepare for implementation, we will continue to review the guidelines and share additional information with families to help ensure everyone understands what is permitted under the new rule.