Westrock Orthodontics, a clinic affiliated with Rock Dental Brands, has secured its first Name, Image and Likeness (NIL) partnership with college basketball player Au’Diese Toney.
The partnership was formed in light of the law passed in July 2021 allowing NCAA athletes to profit from their name, image and likeness (NIL). Toney is a North Carolina native who currently plays basketball for the University of Arkansas Razorbacks in Fayetteville.
“We’re excited to partner with basketball player Au’Diese Toney to promote how smiles can have a positive impact on both an individual and a personal brand,” said Westrock Orthodontist, Dr. Darren Hallums. “Au’Diese has a great reputation on and off the court and is the perfect partner for Westrock Orthodontics. We’re excited to welcome him to the Westrock Orthodontics and Rock Dental Brands family!”
Westrock hopes the partnership will help promote proper dental care as it documents Toney’s oral health journey, which will include Invisalign treatment.
“I’m excited to partner with Dr. Hallums and Westrock Orthodontics,” said Toney. “I visited their Fayetteville clinic and have experienced first-hand Dr. Hallums’ expertise and excellent patient care. Westrock has an excellent reputation and clinics all over the state, which is one of the reasons I chose to team up with them.”
Kristi Crum, CEO of Rock Dental Brands, said the provider-led practice management group has been rapidly expanding to serve more providers across the southeast and is looking forward to pursuing additional NIL opportunities for its clinics and providers in the future.
Rock Dental Brands is a progressive practice management group, started by dentists, that provides support to general and dental specialists affiliates, including Westrock Orthodontics, Leap Kids Dental, Rock Family Dental and Impact Oral Surgery and a host of other independent brands.