The Wisconsin Interscholastic Athletic Association (WIAA) has approved rules allowing high school athletes to benefit from their name, image, and likeness (NIL), but New Glarus High School officials say the changes will likely have little effect locally.

NIL, which has been a hot-button topic at the college level for several years, refers to athletes profiting from endorsements, appearances, or personal branding. While NCAA athletes have secured lucrative deals with national companies, high school NIL rules in Wisconsin are far more restrictive, leaving limited opportunities for students in smaller communities.

New Glarus Athletic Director Mitchell Cernek said his perspective on NIL has shifted over the past few years as WIAA leaders worked with schools to shape the policy.