Dexcom has kick-started a new, multiyear program that spotlights college athletes with diabetes to inspire others living with the disease to continue playing sports.
Maker of continuous glucose monitors (CGMs) for diabetics, Dexcom is launching “Dexcom U” and is hosting its first-ever NIL (name, image, likeness) program to recognize people with diabetes in competitive sports.
Working with ESPN senior NFL Insider and diabetes advocate Adam Schefter, whose wife, Sharri, has Type 1 diabetes, the initial roster will include 14 athletes across 11 sports. These Dexcom U teammates will use the platform to act as role models for other diabetic aspiring athletes.
“As a response to the Supreme Court’s NIL decision and the wave of brands signing college athletes, we wanted to create a unique program to give athletes with diabetes a platform to inspire the diabetes community while educating the public further about the condition,” a spokesperson from Dexcom told Fierce Pharma Marketing.
“This is the first NIL program specifically designed for college athletes with diabetes and focuses on empowering these athletes to better manage their diabetes while breaking new barriers in their respective sports.”
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According to a Dexcom press release, a recent survey found that 43% of adults with Type 1 diabetes felt like quitting sports because of their diagnosis and 20% followed through with quitting sports. The pharmaceutical brand is hoping to change that mindset.
Each year, Dexcom U will add new athletes to the roster and will share free educational resources designed for parents, teachers, coaches and fellow athletes. The goal is to break down misconceptions that diabetes will get in the way of achieving athletic aspirations. All educational resources will be hosted at Dexcom.com/DexcomU.
“To equip friends, coaches and trainers who look after people with diabetes, we’re sharing free educational resources to help them better understand and support athletes with diabetes,” the Dexcom spokesperson said. “Our resources include information on what diabetes is and how it impacts the body, how CGM works, how people with diabetes use CGM as part of their game day prep and what to expect when working with people with diabetes.”
The launch comes on the heels of a recent Dexcom survey of people with diabetes currently using CGM. According to results, 50% of adults with Type 1 diabetes felt that their coaches, trainers and teachers treated them differently after learning about their diagnosis. But as many as 82% of respondents said that CGM technology is beneficial in helping them achieve their aspirations.
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Based off of the survey, Dexcom’s marketing team found that representing diabetic athletes in the media can help inspire the next generation of athletes. Specifically, 48% of adults with Type 1 diabetes and parents to children with diabetes believe that being aware of a professional or a top, amateur athlete or celebrity with Type 1 diabetes would be very beneficial for a newly diagnosed individual.
“The community response to Dexcom U has been amazing and so many young athletes are seeing themselves for the first time ever in this program, which was the goal for this initiative,” the spokesperson said. “It’s our job as a med tech company to listen to our users, give them what they need to improve health outcomes, and generally ease the burden of living with diabetes.”