The recent $2.8 billion settlement in House v. NCAA is more than a headline–it’s a seismic shift in the landscape of college athletics. This case, which directly confronts decades of inequity in student-athlete compensation, is the latest in a series of defining moments forcing us to rethink how we value the young people who power billion-dollar sports industries.

The settlement compensates former athletes for lost opportunities dating back to 2016 and introduces a groundbreaking model that allows schools to pay athletes directly starting in 2025. But while the college world is evolving, one critical group remains at risk of being left behind–our high school athletes in West Virginia.

Despite the momentum around NIL (Name, Image, and Likeness) opportunities, West Virginia continues to prohibit high school athletes from profiting from their talent, unlike every neighboring state except Kentucky. We are at a competitive disadvantage, and we’re already seeing the effects. Over 30 states and the District of Columbia allow NIL for high school athletes. West Virginia’s outdated stance leaves our students at a systemic disadvantage.

Our top-tier athletes are being recruited not just by colleges, but by states. They’re crossing borders to Pennsylvania, Ohio, Virginia and Maryland, where NIL laws empower them to begin building their brand and financial future before they ever step onto a college field or court. These students aren’t just seeking money. They’re seeking opportunity. When we deny them access to NIL, we’re sending a loud and clear message: “If you want to build your future, you may need to leave West Virginia to do it.”

That message is already hitting home for some families. I’m currently working with a remarkable young athlete. He is a ninth grader who happens to be the number one ranked tennis player in the state of West Virginia. He’s not only incredibly talented, but also focused, disciplined and already attracting interest from national brands. His family of five now faces a deeply personal and difficult decision: Do they stay in West Virginia, a state that prohibits their son from capitalizing on his NIL potential or do they relocate just an hour across the state line where he can begin building his brand and financial future today?

This is not a theoretical dilemma. It is happening now, and it’s representative of what other families are grappling with across our state.

If we want to keep our talented athletes home, we must give them compelling reasons to stay. NIL provides those reasons, offering athletes the chance to benefit from the value they create while continuing to represent their schools and communities. When we allow NIL in West Virginia, we give our student-athletes the same opportunities as their peers across the country, many of whom are already forging partnerships, gaining exposure and learning how to manage personal brands and finances.

The benefits of embracing NIL stretch beyond the individual. Local economies stand to gain through authentic partnerships between athletes and small businesses, collaborations that boost visibility, drive sales and reinforce community pride. From a public policy perspective, taxing NIL income creates new state revenue that can support essential services like education and infrastructure.

NIL isn’t a handout, it’s recognition. It’s a modern acknowledgment that athletes are more than amateurs. They are influencers, community leaders and in many cases, their family’s best shot at a better life.

I’ve spent more than two decades advocating for fairness in law and business, and I’ve seen firsthand what happens when systems evolve too slowly. West Virginia has the chance to lead and be on trend, but only if we act boldly and intentionally. That means empowering state lawmakers, school leaders and local businesses to come together and craft a framework that works for our students and our state. One that upholds fairness, protects young athletes and opens the door for a better, more prosperous future.

The NCAA’s new era is here. High school sports across America are following suit. It’s time West Virginia joined the conversation — not from the sidelines, but at the center.

Let’s stop the talent drain. Let’s empower our youth. Let’s help ensure that West Virginia is a place where our student-athletes can thrive, right here at home.

(Paul Saluja is the Founder of Saluja Law, specializing in immigration and business law in Charleston, West Virginia. He is a distinguished legal professional with over two decades of experience serving clients across a spectrum of legal domains. Paul is also a leader in the NIL space in West Virginia.)