14-Year-Old Football Star a High School Millionaire?

When Kaden Coleman-Bennett turned 10, youth football coaches began offering his mother, Brittany Coleman, envelopes stuffed with cash to get him on their teams. She declined every time, wary of breaking rules and tarnishing her son’s future. But now, with Kaden ranked among the best eighth-grade football players in the country, there’s a legal route for young athletes to profit: name, image, and likeness (N.I.L.) deals.
Just as college athletes are allowed to profit from N.I.L. agreements, so can middle and high schoolers in many states. Last summer, Ms. Coleman let Kaden sign with a local fashion brand and an athletic gear company. With an agent now managing future offers, the family hopes to secure $1 million in deals by Kaden’s freshman year of high school.
Since the NCAA began permitting N.I.L. deals in 2021, the landscape of amateur sports has rapidly evolved. Now, 41 states and D.C. allow high schoolers to sign N.I.L. deals, and in some cases, even younger athletes are eligible. A Los Angeles agency signed a 9-year-old youth football player just two years ago.
Major companies like Gatorade and Reebok have jumped in, alongside smaller businesses offering modest perks. The deals range from free food and clothing to six- and seven-figure contracts. David Ridpath, a sports business professor, warns of the risks, emphasizing the need for responsible adults to guide these young players.
At Johnson Middle School in Washington, D.C., Kaden found support in his coach, Mike Sharrieff. Known as Coach Mike, he’s built a football powerhouse in Ward 8, one of the city’s toughest neighborhoods. With a strict focus on academics and discipline, Coach Mike helps his players excel both on and off the field.
Under Sharrieff’s leadership, the Panthers have achieved a 192-25 record and sent seven players to the NFL. Despite his skepticism about N.I.L. deals for kids, Sharrieff embraces the reality, preparing his athletes through financial education, social media training, and GPA requirements for participation.
Kaden has already played over 140 games and earned verbal scholarship offers from schools like Syracuse and Virginia Tech. This fall, he will attend DeMatha Catholic High School on an academic scholarship. Though naturally gifted, Kaden originally had no interest in football—his passions were drawing and science.
His fame has grown rapidly, bringing both admiration and criticism. While he enjoys support from fans, social media also brings negative attention, which Ms. Coleman tries to shield him from. She doesn’t allow him on Facebook, concerned about the impact of toxic online comments.
Last season, Kaden signed with Second N Six, becoming the brand’s first middle school athlete. In return for wearing and promoting their gear, he receives free merchandise and sales commissions. With nearly 10,000 Instagram followers, Kaden’s reach extends far beyond his age group.
Ms. Coleman is cautious but determined to ensure her son benefits from his opportunities. Aware of how young talent can be exploited, she brought in a trusted friend and NFL agent, Terrence Jackson, to guide Kaden’s next steps. Jackson agreed to represent Kaden without taking a commission—for now.
He’s helping Kaden refine his brand and prepare for future deals. Meanwhile, Kaden remains focused on academics, training, and staying grounded. “The only people out there who touch a million dollars are in the N.F.L. or in college,” he said. “With a lot of help, I have hit all my goals so far. I know how to stay focused.”