Restaurant chains, athletic gear makers and deodorant brands have all joined the NIL landscape. The latest entrant? Dexcom, which makes continuous 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.

Brands have increasingly found their way onto college campuses via student athletes since name, image and likeness rules went into effect last year that for the first time allow college athletes to do paid brand endorsements. Student athletes often have loyal followings, and can help brands connect with younger audiences, especially in local markets. Dexcom isn’t the first company to have its NIL deal highlight a commonality among a group of athletes—in October, Reese’s signed an NIL deal with 12 players named, well, Reese. 

There are other medical equipment companies who have inked NIL deals: Earlier this summer, Jones Medical Supply, a small supplier in Troy, Alabama, partnered with local Troy University football players Carlton Martial and Scott Taylor Renfroe. Jones was already the Troy athletic department’s official oxygen supplier. Sports training software company KongIQ also plans to roll out an NIL program to promote its preventative injury software, body mapping, and strength measurement.

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.