How to Be a Good Partner: The Overlooked Key to Long-Term Success

I have been to dozens of panels about finding the right partner. I’ve seen countless resources on securing sponsors for events. I’ve personally received hundreds of pitch decks.

But you know what I don't see?

Enough information about how to be a good partner.

We talk so much about getting sponsorships, partnerships, and support - but not enough about how to keep them. If someone is supporting your venture, initiative, or event, how do you show up as a great partner in return?

It’s time we flip the script.

1. Align on Values and Goals from Day One

A partnership isn’t just a contract - it’s a relationship with a shared mission. The best partnerships work because both sides genuinely want to be in them.

Before you even start the conversation, ask questions like:

• Does your audience help fulfill your partner’s goals?
• Does their audience help fulfill yours?
• Is there mutual value, or are you hoping they’ll just "do you a favor"?

Misalignment creates friction, wasted time, and unmet expectations. If you're all about grassroots community building, but your partner is hyper-focused on big numbers, you’re setting yourself up for frustration.

Find the right partner, not just any partner.

2. Be Proactive, Not Just Reactive

A great partnership isn’t just a one-time transaction; it’s an ongoing relationship.

Don’t just pop up when you need something. Stay engaged. Offer ideas. Bring value. If you’re partnered with a brand, don’t sit around waiting for them to tell you what to post, create content that naturally integrates them and pitch new opportunities.

The best partnerships don’t feel like obligations. They feel like collaborations.

3. Respect the Relationship Beyond the Transaction

Nobody likes feeling like a walking ATM. If a sponsor supports your event, they should feel like a part of the experience, not just a logo on a banner.

Treat them like a partner, not just a paycheck.

Make introductions, invite them to speak, include them in the storytelling of your event or initiative. Give them reasons to feel invested. Long-term trust is built when partners feel valued beyond the deliverables.

4. Over-Deliver, Every Time

Meeting expectations is the bare minimum. Exceeding them is what makes people want to work with you again.

• If a sponsor expects a social post, give them an engaging campaign.
• If a partner expects event presence, offer them on-site activations.
• If you promised data insights, deliver a well-crafted report with actionable takeaways.

People remember when you make their lives easier—or when you make them look good to their boss. Be the partner they brag about.

5. Amplify & Celebrate Your Partners

Publicly recognizing your partners is one of the easiest ways to build strong relationships.

• Shout them out.
• Highlight their contributions.
• Share success stories that show how the partnership made an impact.

Or even do one better: Celebrate them for things outside your partnership, too. Support their initiatives, comment on their wins, show up for them even when it’s not about you.

The more you invest in them, the more they’ll want to invest in you.

Partnerships Are Built, Not Just Signed

Being a good partner means thinking beyond what you can get and focusing on what you can give.Strong, successful partnerships - whether in esports or any industry - are built on mutual respect, trust, and value.

So before you send your next pitch or sign your next contract, ask yourself:

Would I want to work with me?