Why a glucose monitoring brand is signing NIL deals with college athletes

Restaurant chains, athletic gear makers and deodorant brands have all joined the NIL landscape. The latest entrant? Dexcom, which makes glucose monitoring devices for people with diabetes.

Dexcom U, the brand’s first NIL program, will focus on 14 college athletes across 11 sports living with Type 1 diabetes. The program is also partnering with ESPN NFL Insider Adam Schefter, whose wife has diabetes. Dexcom U will give students a platform to share their stories, and receive mentorship and support from pro athletes and figures who understand the challenges of living and competing with diabetes, including Baltimore Ravens tight end Mark Andrews and Seattle Sounders FC forward Jordan Morris. Dexcom will also share free educational resources for parents, teachers, coaches and teammates to break down misconceptions about diabetes.

The Dexcom U athletes were pulled from the Dexcom Warrior program, a community and support group of over 20,000 people living with diabetes who use Dexcom products.

The lineup includes: Duke diver Ali Watson, Clemson cheerleader Ava DeStefon, Yale lacrosse player Bri Carrasquillo, Towson baseball player Bryce Frederick, University of Oklahoma baseball player Cade Brown, University of Colorado football player Caleb Fauria, Rice volleyball player Carly Graham, University of Nebraska Omaha swimmer Grant Waszak, University of Virginia basketball player Isaac Traudt, University of Virginia wrestler Jarod Verkleeren, Columbus State baseball player Leo Giannoni, University of Texas, San Antonio soccer player Marlee Fray, Wake Forest track and field runner Paris Husic, and Jackson State cheerleader Zyian Welcher.

In 2021, Dexcom ran a Super Bowl ad starring Nick Jonas, who has Type 1 diabetes.

“Dexcom has always celebrated people with diabetes who push the limits and make a positive impact on their communities, which is why we saw the Supreme Court’s NIL decision as an opportunity to elevate these outstanding young athletes,” Anne Santoro, VP global customer experience at Dexcom, said in a statement. “The creation of Dexcom U is a testament to how our Warriors are breaking barriers and leading the way as role models for others with diabetes.”

Dexcom U's inaugural roster was created in partnership with its PR agency, Allison+Partners. Dexcom plans to add more athletes in coming years.