Dan Ariely’s book Predictably Irrational, talks about the hidden contexts we interact with each other under.
In one world, the “social norm” world, if Dan asked his neighbor to move his couch, and the neighbor did it for free, it was because, in the social world, that’s the right thing to do.
In another world, the “business norm” world, if Dan asked his neighbor to move his couch and then paid him $30 for it, the next time, if Dan did not offer the $30, he would be a jerk. That’s because Dan turned a social norm situation in a business one by exchanging money.
In sports, this is true too.
In high school, sports are governed by social norms - you are reached out to by your teachers, by your coaches and always given the benefit of the doubt because you are, well, you. High school is not, and should not, be a zero sum, cold, “what have you done for me lately?” environment.
In college sports, however, business norms rule the interactions - the player is expected to pitch themselves, they’re expected to be proactive and show the coaches why they’re worth their time. It can be a cold realization, to say the least.
For better or for worse, you/your kid will need to learn how to articulate their value to the work place/world as they get older. This is uncomfortable. The person you may need to become to market yourself better may be at odds with the person you have been so successful as as an athlete.