When money and deals for name, image, and likeness start making the picture more complicated, how do you measure the worth of a school’s athletic mission? For about a hundred years, the most valuable asset in American high school sports was one nobody was allowed to pay. A quarterback with a highlight reel and six figures worth of social media followers showed up on exactly zero balance sheets. Then, starting with a 2021 Supreme Court decision and the California law that followed it, the market went looking for him. This episode is about what happens when a college-sized industry lands on a high school's desk and the school isn't staffed to run it. I sit down with Nick Myles, athletic director and boys basketball coach at St. Frances Academy in Baltimore, MD, and Coach Messay Hailemarium, head coach of the football program that won the national championship this past season. St. Frances is the oldest continuously operating Black Catholic school in the country, and its athletic alumni now include the NBA's Bub Carrington, the WNBA's Angel Reese, and NFL players Blake Corum, Chris Braswell, and Gary Brightwell, among others. As of last year, 45 states plus DC let high schoolers sign name, image, and likeness deals, and more than eight million students played high school sports nationwide in this new environment. We talk about what it's like coaching kids who now sign contracts with tax implications and exclusivity clauses, why an agent showed up at the table for an incoming eighth grader, and the rule these two coaches use to keep their culture intact no matter what dollar figure follows a given kid into the building. It's a conversation about representation, financial literacy, and what a school owes a student whose earning potential may peak before he finishes his diploma. Hit play. The doctor is in. Get full access to The School Doctor with John D'Adamo, Ph.D. at schooldoctor.substack.com/subscribe