The explosion of state-level Name, Image, and Likeness (NIL) legislation gave Frey an operational advantage rarely seen among junior tennis competitors. Utah is one of dozens of states where the state high school athletic association allows amateur athletes to profit from commercial partnerships without surrendering scholastic eligibility.
Frey leveraged this framework swiftly. Backed by management, she secured agreements with prominent national brands, including sports nutrition lines and fashion labels such as American Eagle. While college football quarterbacks and basketball stars dominate NIL headlines, Frey demonstrated that a non-revenue sport athlete could generate equivalent commercial interest through sheer digital charisma.
This dual path demands constant boundary management. USTA rules and ITF developmental structures enforce rigid amateur standards regarding prize money and pro tournament appearances. Maintaining her collegiate eligibility requires Frey to keep her social brand sponsorships strictly separate from tournament prize compensation, ensuring all agreements comply with NCAA amateurism standards.
