Raid turns to Jeremy Roach, Darianna Littlepage-Buggs for 1st NIL partnership

March is the best time of year for college basketball. But it also marks the beginning of pest season, as insects like roaches, earwigs and spiders appear in homes. That’s why Duke guard Jeremy Roach and Baylor guard Darianna Littlepage-Buggs have new NIL deals with Raid, America’s most trusted pest control brand.

The partnerships are perfect to “help raise awareness about protecting against those other roaches and bugs,” a Raid spokesperson told On3.

Roach and Littlepage-Buggs appear in digital and social content throughout the tourney.

“Take it from somebody who knows, the only Roach you want to be rooting for this March is me,” Roach says in one of the commercials.

In the same spot, Roach tosses a bug spray can to Littlepage-Buggs.

“Bugs can be great, too,” Littlepage-Buggs says. “But only when I’m on the court. That’s why we’re turning to Raid for protection from unwanted pests this season.”

The deals mark Raid’s first foray into the NIL space. It showcases the Raid’s ambition to activate around both the men’s and women’s NCAA Tournament.

An NIL brand expert told On3 the deal from Raid is a “great example of smart marketing” and a fun way to introduce your brand to a “new demographic while also supporting worthy student-athletes.”

Jeremy Roach winner on court, in NIL

Jeremy Roach is well-established as one of the top players in the ACC. The multi-year starter is a senior team captain for the Blue Devils. He averages 14 points so far this season – which includes a 22-point performance at Arkansas.

The former Five-Star Plus+ recruit out of Fairfax, Virginia, is also a key reason why the Blue Devils are a No. 4 seed in the South Region and face Vermont in the NCAA Tournament.

Along with his success on the court, Roach has been one of college basketball’s best bets for brands to work with. The NIL deal with Raid is just his latest partnership in a long list of agreements.

He turned heads in December when he became the latest Rhoback U team member. He’s also represented Steve Madden, NextGenCamps, BOA Nutrition and Cameo through NIL deals.

“Jeremy has established himself as a leader for the Duke basketball program and his dynamic personality shines both on and off the court, which immediately resonated with us,” a Rhoback spokesperson said when announcing their agreement.

Darianna Littlepage-Buggs a big deal for Baylor

Darianna Littlepage-Buggs, a former top-20 national recruit, made an instant impact for Baylor in the 2022-2023 season. She was a unanimous pick for Big 12 Freshman of the Year and was a member of the Big 12 All-Freshman team last season after leading the Bears with 9.2 rebounds, 28 blocks and 14 double-doubles.

She earned honorable mention all-league honors this season after averaging 10.5 points and 6.9 rebounds. For the year, she finished in double figures 15 times and has reached double digits on the glass in eight contests. Littlepage-Buggs recorded back-to-back double-doubles against BYU and West Virginia. Thanks to Littlepage-Buggs’ efforts, the Bears earned a No. 5 seed in the NCAA Tournament and face Vanderbilt in the first round.

The deal with Raid is Littlepage-Buggs’ first significant NIL partnership.