Should a Church Hospital Be Buying Stadium Names? 

A Conversation Worth Having

In recent years, many people have noticed the increasing presence of the AdventHealth name on sports facilities, stadiums, arenas, and athletic complexes. From a marketing perspective, this strategy is understandable. Healthcare organizations often seek greater public visibility, and naming rights can place a company's name before thousands—even millions—of people.

But AdventHealth is not simply another healthcare corporation.

It is a ministry of the Seventh-day Adventist Church.

That distinction raises important questions that deserve thoughtful discussion among church members.

A Different Mission

Unlike secular hospital systems, AdventHealth exists because of the mission of the church. Its purpose has never been merely to compete in the healthcare marketplace. Rather, its stated goal has been to extend the healing ministry of Jesus Christ.

The church's health message has always been evangelistic in nature. Early Adventist pioneers saw hospitals, clinics, and medical missionaries as entering wedges for introducing people to Christ. Physical healing and spiritual healing were intended to work together.

Because of this unique identity, members naturally expect church resources to reflect church priorities.

Stewardship Matters

Whenever a church institution spends millions of dollars on advertising or branding, members have every right to ask whether those funds could produce greater kingdom results elsewhere.

Imagine what several million dollars might accomplish if invested in:

• Opening new clinics in underserved communities.
• Supporting medical missionaries overseas.
• Funding evangelistic outreach.
• Assisting struggling Adventist schools.
• Helping patients unable to afford medical care.
• Reducing healthcare costs for needy families.
• Training young Adventist healthcare workers.

These are not arguments against advertising itself. Every organization must communicate with the public.

The real question is whether expensive naming-rights agreements represent the wisest stewardship of funds entrusted to a ministry.

Jesus repeatedly emphasized faithful stewardship (Matthew 25:14–30; Luke 16:10). Christians are called not merely to ask whether something is permissible, but whether it best advances God's work.

The Sabbath Question

Perhaps the greatest concern involves the Sabbath.

The Seventh-day Adventist Church has long proclaimed the seventh-day Sabbath as one of its defining biblical teachings. Adventists encourage members to avoid secular work, commercial activity, and unnecessary recreation during the sacred hours of Sabbath.

Yet many stadiums and sports complexes bearing the AdventHealth name host events every Friday evening and Saturday throughout the year.

Football games.

Basketball tournaments.

Youth sports.

Concerts.

Commercial events.

For many observers, this creates an uncomfortable contradiction.

Although AdventHealth is not organizing these events, its name becomes permanently attached to activities taking place during the very hours the church teaches should be set apart for worship, ministry, rest, and service.

Perception matters.

To an outside observer unfamiliar with contractual details, it can appear that the Adventist Church is proudly sponsoring or endorsing activities taking place on the Sabbath.

Even if that is not the intention, the association may send a confusing message.

The Importance of Consistency

Throughout Scripture, God's people were called to maintain consistency between belief and practice.

Jesus warned against honoring God with our lips while our actions told a different story (Matthew 15:8).

Paul urged believers to "abstain from every appearance of evil" (1 Thessalonians 5:22, KJV), emphasizing that our public witness matters.

Of course, reasonable Christians may differ on how broadly that principle should be applied. Yet when the church's own name is displayed prominently on venues associated with activities occurring during sacred time, it is understandable that some members feel uneasy.

Public Witness Is Valuable

The Seventh-day Adventist Church has spent more than 160 years teaching the importance of the Sabbath.

Millions of dollars have been invested in evangelism, media ministries, Bible studies, literature distribution, and public meetings explaining why the Sabbath remains God's holy day.

If church-owned institutions simultaneously place the church's name on facilities that operate continuously through Sabbath hours, critics may wonder whether the church truly believes what it proclaims.

Consistency strengthens credibility.

Mixed messages weaken it.

There Is Another Way

Supporters of stadium naming rights argue that healthcare has become highly competitive. Increased visibility can attract patients, strengthen financial performance, and ultimately generate more resources for ministry.

There is truth in that argument.

Healthy hospitals can support mission work more effectively than struggling ones.

The issue, however, is not whether marketing has value.

The issue is whether this particular form of marketing best reflects the identity of a faith-based ministry.

Could similar funds be invested in community health programs, mobile medical clinics, health expos, addiction recovery programs, lifestyle education, or digital evangelism? Such initiatives would not only increase public awareness but also visibly demonstrate Christ's ministry of compassion.

A Conversation, Not an Accusation

Raising these concerns should not be viewed as an attack on AdventHealth or its dedicated employees. Thousands of physicians, nurses, chaplains, therapists, and support staff faithfully serve patients every day while honoring Christ through compassionate care.

Nor should we assume that leaders make these decisions carelessly. They often face difficult financial realities in an increasingly competitive healthcare environment.

Nevertheless, because AdventHealth is a ministry of the church rather than simply a business, members have both the privilege and the responsibility to ask whether highly visible marketing expenditures align with the church's mission, stewardship principles, and distinctive beliefs.

Faithful stewardship includes asking difficult questions—not to criticize for criticism's sake, but to ensure that every decision reflects the values the church has been called to proclaim.

As Seventh-day Adventists, our greatest brand has never been our name on a stadium. It has been our commitment to reveal Jesus Christ through healing, compassionate service, faithful stewardship, and unwavering obedience to God's Word.

If every dollar and every public partnership points people more clearly to that mission, then our witness is strengthened. If not, it is worth prayerfully considering whether another path would better honor the calling God has entrusted to His church.

Here are some of the more prominent sports naming-rights and sponsorship agreements involving AdventHealth (formerly Florida Hospital), many of which involve facilities that host events on Fridays and Saturdays.

1. Tampa Bay Buccaneers – AdventHealth Training Center

• What it is: The Buccaneers' headquarters and practice facility (formerly One Buc Place).
• Agreement: A 10-year naming rights deal announced in 2018.
• Includes: Indoor practice facility, outdoor practice fields, team offices, and training complex.
• Games/activities: NFL practices, training camp, youth football events, and numerous Saturday activities.

2. Daytona Tortugas – AdventHealth Training Center

• AdventHealth is the official healthcare provider of the team and is constructing the AdventHealth Training Center adjacent to Jackie Robinson Ballpark.
• The partnership extends for seven years and prominently brands the new athletic facility.

3. Orlando Magic

• AdventHealth is the official healthcare partner of the Orlando Magic.
• Its branding appears throughout the arena and in team promotions.
• The NBA regularly schedules games on Friday nights and Saturdays throughout the season.

4. Tampa Bay Lightning

• AdventHealth has served as an official healthcare partner.
• It has sponsored community events, health initiatives, and training-related activities associated with the team.

5. AdventHealth 400

• AdventHealth purchased title sponsorship of a NASCAR Cup Series race at Kansas Speedway.
• The race has been known as the AdventHealth 400.
• NASCAR races are frequently held on weekends, including Saturdays.

6. AdventHealth Center Ice

• One of the largest ice sports complexes in the United States.
• Originally opened as Florida Hospital Center Ice before being renamed AdventHealth Center Ice.
• Hosts hockey leagues, figure skating, tournaments, and public skating seven days a week, including the Sabbath. 
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