East High basketball star first Rochester high school athlete to announce NIL deal
Damani Barley, one of the top high school boys basketball players in greater Rochester, has a deal in place to profit from the use of his likeness and image by a local business.
Barley is a guard on the varsity team at East High, coached by his father, Darrell, a Section V Basketball Hall of Famer. The agreement will allow the Rochester City School District senior to receive compensation for promoting a pizza shop on social media.
Last October, the New York State Public High School Athletic Association on announced that it revised its rule regarding amateur athletes in New York so they can benefit from their name, image and/or likeness. That ruling is often referred to as "NIL" arrangements.
"This is different, the only (high school basketball player) from outside of New York City, to do this," said Damani Barley.
When the NCAA began to allow athletes to remain eligible to play college sports and receive NIL-compensation in July, it was only a matter of time before those arrangements started to pop up in high school sports.
In October a NYSPHSAA official said "there was a need" for their organization to adjust rules "before it became an issue for a student-athlete."
There are no eligibility-issues for high school athletes with NIL deals provided there is no usage of a school's name, team or uniform, according to the NYSPHSAA. Athletes in the NYSPHSAA are not allowed to represent their schools.
"Damani has a huge social media network," said John Coraggioso, owner of Salvatore's Pizzeria on East Main Street in Rochester. "He's going to promote our brand."
Damani Barley refused permission to share the compensation terms of his NIL arrangement with the pizzeria. He said he also has a deal in place to promote a barbershop in Rochester.
"It's really new to me," said Damani Barley. "It's definitely surprising that something like this happened in Rochester, but it's really happening around the country.
"And it makes sense. You are getting them more business."
Darrell Barley said the concept of influencing on social media also is "really new" to him, but is OK with his son's business deal, which was put together by the Glory2Glory sports agency.
"Why not?'' said Darrell Barley, after the agreement with the pizza shop was signed. "He's put in a lot of work to be well-known. Being a good kid, a humble, it's ok."
East High won the Section V Class A2 Tournament on March 5. Damani Barley was named the tournament's Most Valuable Player after the Eagles defeated Pittsford Sutherland 59-54.
More: East High cruises to Section V boys basketball title
The team's third sectional championship in three years leads to a game against Section V Class A1 champion Pittsford Mendon on March 9, with the winner headed to the Class A state tournament regionals or quarterfinals.
Damani Barley and his father said the agreement with the Salvatore's Pizzeria shop was signed March 8.
"I'm pretty sure there are going to be more," said Damani Barley. "It's kind of like I'm paving the way.
"We have a lot of talent here (in Rochester)."
JAMESJ@Gannett.com
This article originally appeared on Rochester Democrat and Chronicle: East High's Damani Barley first Rochester athlete to announce NIL deal
