Sweet Tea and Strategy

What if the secret to a multi-million dollar sponsorship deal isn't a handshake, but a deep dive into data and analytics?

In this episode of Sweet Tea and Strategy, you’ll learn how the sports marketing landscape has transformed from a "gut feel" industry to a high-stakes arena of data-driven brand activations.

Ed Willett, Vice President of Sponsorship at Topgolf Media, shares his journey through iconic media brands like Sports Illustrated and ESPN. He breaks down the current state of sports sponsorships, highlighting why massive activations—like American Express at the US Open—are now the benchmark for success. Ed offers a rare look behind the curtain of athlete endorsements in golf and basketball, explores the disruptive potential of legalized sports gambling, and explains how Topgolf is single-handedly lowering the barrier to entry for the next generation of golfers through innovative, shared experiences.

Listen now to gain strategic insights into the future of sports marketing and the digital convergence of gaming and athletics.

What if the secret to doubling your company's assets isn't just about the numbers, but about telling your team exactly what's in your head?

In this episode of Sweet Tea and Strategy, you'll discover how a deliberate focus on "cultural sync" and associate engagement can fuel an aggressive growth strategy while maintaining an award-winning workplace.

Billy Carroll, CEO of SmartBank, shares the journey of scaling a financial institution from a 2007 start-up in Pigeon Forge to a multi-billion dollar publicly traded company. He explains the necessity of scale in modern banking, his criteria for "smart" acquisitions, and the importance of shifting from purely transactional lending to trusted, long-term advisor relationships. Billy also provides a fascinating look behind the curtain of the Federal Reserve, detailing how anecdotal Main Street information directly influences national rate policy.

Listen now to gain strategic insights into leadership, economic trends, and the power of a positive corporate culture.

What if the secret to building a global brand isn't just about what people see, but how they hear and interact with your mission?

In this episode of Sweet Tea and Strategy, you’ll learn how New York Public Radio’s CMO, Lisa Baird, leverages consumer insights to turn rigid corporate identities into accessible, mission-driven brands.

Lisa Baird shares the blueprint behind the successful launch of the "Team USA" brand, explaining how she transitioned the Olympic identity from elite exclusivity to a broader, more inclusive experience for all Americans. She provides a deep dive into the changing media landscape at New York Public Radio, the fascinating influence of Twitch on traditional sports fandom, and why voice-activated technology is the next great frontier for marketers. From the globalization of soccer to the upcoming Dolly Parton’s America podcast, Lisa reveals how storytelling through audio creates a uniquely engaging connection between brands and their audiences.

Listen now to discover the strategic thinking of one of marketing’s most innovative leaders.

In this episode of Sweet Tea and Strategy, you'll learn how the "Academic Medical Center of the region" is bridging these gaps through a process called clinical integration—ensuring every provider, from EMS to rehab, follows a single, patient-centric plan.

Joe Landsman, President and CEO of the University of Tennessee Medical Center, discusses the hospital's reputation as a Level 1 trauma hub and its evolving "quality journey." He breaks down the components of clinical integration, including evidence-based care plans, chronic illness management, and a unique medication management program designed to navigate Tennessee's high prescription rates. Joe also provides a look into the future of the campus, highlighting upcoming bed expansions and new academic fellowships intended to secure the region's healthcare workforce.

Click play to discover the strategy behind East Tennessee's top-ranked healthcare employer.

Is cybersecurity actually as spooky as the industry makes it out to be? In this episode of Sweet Tea and Strategy, Tommy Smith sits down with Jeff Schmidt, CEO of Avertium, a newly formed powerhouse in the cyber defense space. Schmidt breaks down the complex world of data protection into a pragmatic, manageable framework that even small to mid-market businesses can master.

Listeners will learn about the strategic merger behind Avertium, the rising threat of GDPR fines in industries like hospitality, and why "built-in" security is the only way forward for the Internet of Things. Jeff shares his vision for a safety-first company culture—where employees aren't afraid to report a clicked link—and why the best security strategies start at the board level.

Whether you're curious about hackers or the future of autonomous vehicle safety, this episode offers a clear-eyed look at how businesses can stay safe without deterring growth.

Click play to discover how Avertium is turning cyber defense into a "muscle memory" for organizations nationwide.

What if your city’s best assets are already right under your nose, waiting to be unlocked? In this episode of Sweet Tea and Strategy, Tommy Smith sits down with Mike Odom, the new President and CEO of the Knoxville Chamber, to discuss why Knoxville might be on the verge of its own "crystallizing moment" similar to the tech boom that transformed Austin.

Listeners will learn about the strategic blueprints of successful tech hubs, the importance of regional economic alignment, and why Knoxville possesses more raw assets than Austin did 40 years ago. Mike shares insights from his time in Central Texas, exploring the "parallel" growth of companies like Dell and the deliberate community leadership required to diversify a modern economy.

This episode dives into the communication challenges of regional organizations, the balance between showing value and staying humble, and Mike's personal transition to Knoxville.

Click play to discover the strategy behind Knoxville's bright economic future and what it takes to drive true regional prosperity.

What happens when the leader of a multi-campus university system decides that success should be measured by who you let in, not who you keep out? In this episode of Sweet Tea and Strategy, Cathy Ackerman sits down with Randy Boyd, president of the University of Tennessee, to explore the bold strategic vision currently transforming the UT system.

Listeners will learn about the "UT Promise"—a groundbreaking initiative offering free tuition to qualifying Tennessee students—and how the University is leveraging its partnership with Oak Ridge National Laboratory to become a global leader in artificial intelligence and quantum communications. Randy shares the personal "why" behind his transition from the gubernatorial trail to the president's office, driven by a desire to give back to his alma mater.

The conversation dives into the "Students First" culture, the power of the "Transparent UT" initiative, and the surprising ways the university impacts all 95 counties of Tennessee.

Click play to hear how the University of Tennessee is honoring its land-grant roots while building a world-class future for every Tennessean.