In this episode of The Transaction Report, host Steve Feuerstein sits down with Josh Whiteside, Chief Marketing Officer of the South Carolina Education Lottery, to break down the business behind one of the most efficient sponsorship operations in the public sector. From stretching a $12 million marketing budget across college athletics to funding over $8 billion in scholarships, Josh reveals how purpose-driven storytelling and strategic partnerships power the lottery’s success. They dive into the unique challenges of being a cash-only state, the balance between brand visibility and fiscal responsibility, and how sports sponsorships are leveraged not to sell tickets — but to build trust, community impact, and lasting ROI.

In this episode of The Transaction Report, CEO of SportsBiz and host Steve Feuerstein sits down with Uli Becker, former President of Reebok and Global CMO of Adidas, to unpack the strategy behind some of the most iconic sponsorship campaigns in sports marketing history. From orchestrating Adidas’ landmark 2006 FIFA World Cup activation to pioneering co-branded partnerships with global giants like McDonald’s, Uli shares the real business calculus behind world-stage campaigns. They explore how storytelling turns sponsorship into brand equity, the art of athlete alignment, and why brands that think outside the box win inside the market.

In this episode of The Transaction Report, CEO of SportsBiz and host Steve Feuerstein sits down with Derek Sharrer, President of the St. Paul Saints, to explore the business behind one of Minor League Baseball’s most iconic franchises. From the Saints’ fan-first philosophy to their seamless transition into Triple-A, Derek shares how authenticity, creativity, and community have shaped the team's brand and long-term success. They dive into the evolving role of minor league teams, building a strong local identity, and how entertainment drives engagement.