Sponsorship Agreements, Naming Rights, and Protecting Brand Identity in Healthcare Organizations

Mark Anania, Co-Chair of the Intellectual Property Practice, and Andrew Stein, Shareholder in the Health Care Group, presented “Sponsorship Agreements, Naming Rights, and Protecting Brand Identity in Healthcare Organizations” at the 18th Annual In-House Counsel Conference hosted by the ACC Greater Philadelphia Chapter in Philadelphia on April 16, 2026, at 11:10 p.m. ET.

This program explored the intersection of intellectual property law and health care regulation in structuring high-visibility sponsorship and naming rights arrangements. The IP perspective focused on trademark licensing, co-branding strategy, quality control, and living individual and surname considerations. From the health care legal perspective, the discussion focused on considerations surrounding health care marketing and privacy issues, including PHI disclosures, patient communications, testimonials, consultant access to PHI, and special considerations for substance use disorder treatment providers.

Attendees gained insight into how coordinated IP and health care counsel can protect institutional brand equity while mitigating regulatory and reputational exposure.