According to NCAA eligibility rules, in order for a HS student to be eligible to play DI sports, that HS student must remain an "amateur." If a company is sponsoring an athlete and his/her family, then is that athlete still an "amateur?" The NCAA says the following points determines whether someone is an "amateur" or "professional."

1. Signing a contract with a professional team
2. Playing with professionals
3. Participating in tryouts or practices with a professional team
4. Accepting payments or preferential benefits for playing sports
5. Accepting prize money above your expenses
6. Accepting benefits from an agent or prospective agent
7. Agreeing to be represented by an agent
8. Delaying your full-time college enrollment to play in organized sports competitions

FWIW the NCAA ruled that Jeremy Bloom was no longer an amateur and eligible to play football because of his sponsors in skiing. How is Nike sponsoring a HS basketball team and players/family members any different than Swix (makes ski wax) sponsoring Jeremy Bloom?