College athlete deals and pharma? Dexcom tests the waters in a first move that opens new spokesperson doors for industry
Almost half of adults with type 1 diabetes say they felt like quitting sports as a kid because of their health condition – and one in five ended up doing so. Dexcom wants to encourage the next generation to stick with sports, so it’s lined up a first-ever name, image, likeness (NIL) college athlete program to showcase 14 players living with type 1 diabetes.
The mostly Division I men and women athletes who crisscross a range of sports — from baseball, basketball and football to cheerleading, lacrosse and swimming — all use Dexcom’s continuous glucose monitoring devices. Called Dexcom U, the program aims to bring on a new class of athletes every year who will co-create content on social media and serve as role model advocates for others living with diabetes. They’ll post about their day-to-day lives, how they train and prep for game day and how they use the Dexcom CGM to understand their diabetes state.
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