DIAA looking at Indian River football team for filming commercial

DAGSBORO — The DIAA is looking into a possible rules violation by the Indian River High football program after members of the team appeared in a local TV commercial.

What appears to be most of the team, in full uniform, along with head coach Phillip Townsend are in the 30-second spot for Hershey Exteriors, a roofing and remodeling company located in Blades.

The commercial was filmed in IR’s stadium with three of the players and Townsend delivering lines about Hershey in the commercial, which aired on local TV stations.

While individuals involved in Delaware high school athletics are now permitted to do endorsements under new name-image-likeness rules, they are not permitted to be identified by their school or to film on school grounds.

“We’re investigating a possible violation of DIAA rules which prohibits student-athletes from participating in commercials,” said Dave Baylor, the executive director of the DIAA. “That’s a longtime rule.”

Baylor said the Indian River commercial is the only one that the DIAA is aware of, either by IR or by any other Delaware school.

After looking into the matter, Baylor said any findings would be taken to the DIAA board of directors, which would decide how to handle it.

“We have sent a notice to the school to make them aware that we’re looking into the matter,” he said.

Baylor said everyone involved in high-school athletics — administrators, coaches, players or parents — need to be aware of the rules involved in sponsorships and endorsements.

He said violations have the potential to impact an athletes’ amateur status.

Indian River’s football is currently 3-1 this season.