Stretching the Sports Sponsorship Spend: Josh Whiteside’s Brand Performance Playbook
Update: 2025-04-25
Description
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.
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