The news: Dexcom is launching the fifth season of Dexcom U, its name, image, likeness (NIL) sponsorship program with college athletes living with type 1 diabetes. This year's group includes 27 athletes, up from 14 in 2022.

The athletes use social media and in-person appearances to show young people that a diabetes diagnosis doesn't have to mean giving up sports or an active lifestyle. Dexcom makes continuous glucose monitors (CGMs), which all its NIL athletes wear.

Why it matters: Dexcom is tapping athletes with shared health experiences to make its messaging more credible and relatable. Among consumers ages 18 to 29 who use social media for health information, 44% cite learning from people with the same condition or similar experiences as a major reason, compared with 36% of all consumers, per KFF's May health tracking poll.