Jeremy Roach Talks NIL, March Madness, and Mental Health Advocacy

As March Madness kicks off, Baylor’s fifth-year senior point guard Jeremy Roach is embracing the moment both on and off the court. A veteran of college basketball, Roach has not only made a name for himself through his play but also through NIL (Name, Image, and Likeness) opportunities.

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His latest partnership with Raid, alongside fellow Baylor athlete Dariana Littlepage-Buggs, is a testament to how NIL has transformed the college sports landscape.
For Roach, the partnership with Raid was a natural fit—both in terms of branding and humor.

“It was definitely a no-brainer,” Roach said. “My agent came to me with the opportunity, and given my last name, it just made perfect sense.”

His second year working with the brand, Roach embraced the chance to showcase his personality, even joking about how the campaign might help his acting career.
Reflecting on his journey from a freshman at Duke to a leader at Baylor, Roach acknowledges how much the NIL era has evolved since he first stepped on a college campus.

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“Back when I started, getting money from endorsements was unheard of,” he said. “At first, NIL felt like the Wild West, but over time, I learned to navigate it.”

His advice to younger athletes? Be strategic. “Don’t just take any deal. It’s about building your brand the right way. You don’t want to take so many deals that it diminishes your value.”

With his wealth of experience, Roach is also embracing his role as a leader during Baylor’s tournament run. Having played in a Final Four and earned All-ACC honors, he knows what it takes to win in March. “It’s about making every moment count,” Roach said.

“This is the last time we’ll be together as a team, and we have a chance to win the last game of the season. We just have to focus on each opponent one at a time.”

His advice to teammates is simple: dictate the pace, stay aggressive, and play connected basketball.

Roach has also taken Baylor’s young star, Robert Wright, under his wing. The two share a similar background as McDonald’s All-Americans and top high school recruits, and Roach has been passing down key lessons.

“Being a point guard is about controlling the game,” he said. “You have to value possessions, make smart decisions, and dictate the tempo.”

Beyond basketball, Roach is an advocate for mental health, a cause close to his heart. Sporting a “Mental Health Matters” hat from his sister’s brand, Simply Free, he spoke about the importance of mental well-being in sports.

“Early in my career, I didn’t take mental health as seriously as I should have, and it affected my performance,” he admitted. “Your mind is just as important as your body. People train physically, but what are you doing for your mind? Are you reading, meditating, or doing anything to strengthen it?”

As Roach prepares for his final March Madness, he does so with a clear mindset and a deep understanding of what it takes to succeed—not just in basketball, but in life. Whether it’s leading Baylor on a deep tournament run, making the right NIL decisions, or promoting mental health awareness, Roach is leaving a lasting impact on college sports.

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