Insomnia Cookies has announced the launch of Insomnia Athletes, its new sponsorship program aimed at supporting college athletes’ platforms as well as their sweet tooths.

“Insomnia Cookies started with a big idea in a tiny dorm room and grew to a cult following because of our drive to keep innovating,” says Tom Carusona, Insomnia Cookies chief marketing officer. “We see that same drive and passion in college athletes and intend to be there with them for every step of the way. We were inundated with inquiries on July 1 when the NIL was passed; so many student athletes reached out expressing their love for Insomnia Cookies. We really wanted to take this moment to celebrate two of our most loyal kind of Insomniacs.”

Insomnia Cookies plans to sponsor athletes across multiple sports and divisions, but the program will place a special focus on female and e-sports athletes. The e-sports arm of the program is inspired by Insomnia Cookies’ origin. In 2003, then-college student Seth Berkowitz (Insomnia founder) and his friends were playing Halo long into the night and preferred sweet treats to pizza delivery.

“Gaming is at the heart of Insomnia Cookies’ origin,” says Carusona. “And collegiate e-sports athletes share Insomnia’s core value of doing what’s different. They are turning the sports world on its head and inspiring us to re-think our understanding of competition.

The brand felt it was critical to spotlight, support and celebrate the female athlete community as well.

“Our classic, most engaged consumer is female, age 18-24,” says Insomnia Cookies brand director Gabrielle Dolceamore. “This is for them. We want to play our small part in leveling the playing field and prioritizing equity in the new frontier of collegiate sponsorships.

In other news, Insomnia Cookies is showing its appreciation for teachers across the nation with a special deal. From September 20-22, teachers will receive a free 6-pack of cookies with proof of work identification in-person across stores nationwide.