• by Les Luchter , Yesterday

College sports’ four-year-old NIL (Name, Image, Likeness) market is valued at more than $1 billion annually, SponsorUnited reported recently.

Major brand categories shelling out the big bucks to college athletes? Apparel/accessories, tech, beverage, retail, QSR and food, cites SponsorUnited.

No mention of health or pharma -- but Dexcom can remedy that gap.

Since NIL has been around, Dexcom -- the marketer of continuous glucose monitors (CGMs) for diabetes patients -- has been inducting college athletes into Its “Dexcom U” program.

Over its first three years, Dexcom has welcomed some 30 athletes from 15 different sports into the program, the firm’s vice president of global marketing, Leverne Marsh, tells Marketing Daily. Once in, they’ve received free GCMs as well as mentoring from Dexcom’s network of pro sports brand ambassadors, part of the firm’s “Dexcom Warriors” initiative.

In the past, these warriors have been a primary means of finding Dexcom U inductees, but this year the process has been opened up through a month-long nationwide search, or what Marsh calls an “open call,” being conducted through May 23.  "We’re casting our net wider to generate more interest, generate more awareness, and provide more support for athletes living with diabetes,” she says.

The open call -- seeking applications from athletes themselves, as well as parents, family member, friends and coaches -- is being promoted through social media and partnerships with diabetes advocacy organizations.

“We’re looking for inspirational college athletes living with diabetes,” Marsh explains, “folks who are really passionate about using their platforms to raise awareness about diabetes and inspire other young people to live to their full potential.”

In addition to the national search, also new for this year’s Dexcom U class, will be an invite to attend a “Dexcom U Signing Day.” Where and when is yet to be determined, but the day will be hosted by Mark Andrews, a Dexcom Warrior who plays for the NFL’s Baltimore Ravens.

Other Dexcom Warriors available to help mentor the Dexcom U athletes include Indianapolis Colts player AD Mitchell, pro soccer’s Jordan Morris, and three pros who are themselves Dexcom U alumni: volleyball’s Carly Graham, soccer’s Marlee Fray, and baseball’s Jaime Ferrer.

In other Dexcom news, the Oura smart ring on Tuesday morning announced the addition of glucose data from Dexcom’s OTC product, Stelo. In November, Dexcom had announced a a $75 million investment in Oura, along with an agreement to co-market and cross-sell each other’s products.