Sep 27, 2023

Dexcom U offers NIL deals to college athletes with diabetes

Dexcose, a glucose monitoring company, is continuing its name, image, and likeness (NIL) program for college athletes with diabetes.

The “Dexcom U” program launched in 2022 and features a roster of 20 collegiate student-athletes in 2023. They represent men and women across various sports like cheerleading, track and field, football, lacrosse, and baseball.

The NIL program serves as a promotion tool for Dexcom’s glucose monitoring device, Dexcom CGM.

A recent story from MMM-Online.com detailed how Dexcom is supporting diabetic collegiate athletes.

Below is an excerpt from the MMM-Online.com story.

“My Dexcom CGM allows me to play at my highest level, while giving me, my coaches and family peace of mind by tracking my glucose levels through the Follow app,” said Bri Carrasquillo, a lacrosse player at Yale University, who’s been a member of Dexcom U since its inception. “I feel it’s important to educate others about the tools available that have made such a difference in my diabetes management.”

Dexcom is hoping for the program to grow each year and for it to inspire other young athletes with diabetes to find ways to manage their condition, even in the midst of robust training or competitive sports.

The company referred to a survey it conducted that found 48% of adults with type 1 diabetes believe that learning about a professional athlete or celebrity with type 1 diabetes would be “beneficial” for a newly diagnosed patient.

“In response to last year’s launch, we heard from parents of young children, coaches and athletes with diabetes who felt seen through the stories of Dexcom U athletes,” Teri Lawver, EVP and chief commercial officer at Dexcom, said in a statement. “We’re thrilled to expand the program in year two and continue celebrating these inspirational collegiate athletes while proving that diabetes does not have to hold you back.”

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Dexcom’s decision to double down on Dexcom U shows the staying power of NIL programs as well as the potential promotional strength for participating brands.

Since the NCAA adopted a uniform NIL policy change in mid-2021, student-athletes nationwide have capitalized on numerous opportunities to partner with brands.

To read the full story from MMM-Online.com, click here.