The Role of Sponsors: A Legacy That’s Professionalized at Work

Throughout history, societies have relied on mentorship, alliances, and advocacy to facilitate personal and professional growth. Whether through tribal leadership, guild systems in medieval Europe, or political endorsements in modern democracies, individuals have always had sponsors—people of influence advocating for them. Today, this ancient practice has become professionalized in the workplace, where sponsors play a crucial role in career advancement. This article explores the evolution of sponsorship, its importance in the modern corporate environment, how coaching plays a key role in preparing individuals for sponsorship, and the necessary steps to become sponsor-ready.

Sponsorship: A Historical Perspective

In ancient societies, sponsorship took the form of patronage or mentorship. Roman nobles, for example, would often mentor younger men in politics or the military, providing not only education but also connections. Similarly, guild systems in medieval Europe fostered apprenticeships, where experienced artisans would sponsor apprentices, ensuring their professional development and future success.

Even in the political arena, sponsorship has long been a recognized practice. Politicians rely on endorsements to gain credibility and access to networks they wouldn’t otherwise have. When an endorsement is given, the expectation is clear: the sponsor will advocate for the candidate, champion their strengths, and ensure they have a voice in key circles.

As Sylvia Ann Hewlett notes in “Forget a Mentor, Find a Sponsor: The New Way to Fast-Track Your Career”, mentorship is essential but insufficient for career advancement. While mentors may offer guidance and support, sponsors actively advocate for individuals behind closed doors. They leverage their reputation and influence to create opportunities and open doors. This distinction between mentorship and sponsorship is critical in understanding the true power of sponsorship in professional settings.

Professionalizing Sponsorship at Work

In today’s corporate environment, sponsorship is not just about who you know, but also about being positioned for opportunities that align with your strengths. Workplaces are increasingly recognizing the value of sponsorship programs to accelerate the careers of high-potential employees, particularly women and people from underrepresented groups. Sponsors advocate for their protégés by recommending them for key assignments, promotions, and leadership positions.

Herminia Ibarra, in her article “The Keys to Inclusive Leadership” published in the Harvard Business Review, argues that inclusive leaders who champion diversity often act as sponsors. They don’t just mentor diverse employees—they sponsor them by ensuring that their contributions are visible to decision-makers. In doing so, these leaders help dismantle barriers to advancement and create more equitable workplaces.

However, sponsorship is a two-way street. Just as sponsors take a professional risk by advocating for their protégés, individuals must make themselves attractive to potential sponsors. This process of becoming “sponsor-ready” involves demonstrating competence, building a reputation for excellence, and cultivating relationships based on trust and mutual respect.

Coaching: A Key to Becoming Sponsor-Ready

One of the most powerful tools individuals can leverage to make themselves sponsor-ready is coaching. Coaching helps develop self-awareness, emotional intelligence, and leadership capabilities—qualities that sponsors are naturally drawn to when deciding whom to back. Coaches play a vital role in guiding individuals through the complexities of their personal and professional growth, making them more attractive to potential sponsors.

Sponsors are drawn to individuals who demonstrate strong leadership potential. Coaching helps individuals cultivate executive presence, communication skills, and the ability to inspire confidence in others. Leadership presence is not just about technical skills—it’s about how one shows up in high-stakes situations and influences key decision-makers.

In “Executive Presence: The Missing Link Between Merit and Success”, Sylvia Ann Hewlett explains that executive presence consists of gravitas, communication, and appearance, all of which can be shaped through coaching. A coach can provide feedback on how an individual presents themselves in various settings, helping them project confidence, decisiveness, and professionalism—all attributes sponsors look for.

A Case Study: Sponsorship in Action

A prime example of sponsorship can be found in the testimony of Indra Nooyi, former CEO of PepsiCo, who has spoken candidly about the role sponsors played in her career trajectory. In interviews and speeches, Nooyi has shared how one senior executive at PepsiCo advocated for her promotion to CFO despite her own reservations. This sponsor saw her potential and used his influence to push her forward, opening the door to her later becoming CEO.

Nooyi's experience highlights several key aspects of sponsorship. First, she had proven her value through her work, making herself an attractive candidate for sponsorship. Second, her sponsor wasn’t just offering advice; he was actively championing her behind closed doors, ensuring that she was considered for critical opportunities. Finally, she embraced the endorsement and delivered, cementing the sponsor’s confidence in her capabilities.

This case underscores the fact that while talent and hard work are essential, having a sponsor is often the key to unlocking leadership opportunities. As Nooyi once stated, “Leaders have to be respected and admired, but they also have to have people in their corner advocating for them when they are not in the room.”

Making Yourself Sponsor-Ready

So, how can individuals make themselves sponsor-ready? Coaching plays an essential role in this preparation by building self-awareness, emotional intelligence, and leadership presence. The first step is to build a track record of performance and reliability. Sponsors are more likely to advocate for individuals who have proven their competence and demonstrated their commitment to growth.

Secondly, cultivating relationships with potential sponsors is essential. Networking within your organization, seeking out projects where you can collaborate with senior leaders, and showcasing your unique skills are all ways to increase your visibility. As pointed out by economist Sylvia Ann Hewlett in “The Sponsor Effect”, potential sponsors need to know and trust that you will deliver on the opportunities they advocate for.

Finally, individuals must embody the values and behaviors that align with leadership potential. Sponsors are looking for people who not only excel in their current role but also demonstrate the qualities necessary for future leadership—resilience, strategic thinking, and the ability to inspire others.

Political Sponsorship: Endorsements and Advocacy

In politics, endorsements function similarly to sponsorships in the corporate world. A politician who endorses a candidate is not just expressing a personal preference; they are lending their credibility, network, and resources to the individual. As seen in presidential elections, endorsements can shape public perception, unlock funding, and provide access to key voter blocs.

Barack Obama's endorsement of Hillary Clinton after their contentious 2008 primary battle is a prime example. Despite the fierce competition, Obama recognized Clinton's competence and endorsed her, advocating for her at every turn. The same expectation holds in corporate sponsorship—once a sponsor commits, they advocate for their protégé at every opportunity, ensuring their success.

Conclusion

Sponsorship is an age-old practice that has been professionalized in the modern workplace. Whether in politics, corporate environments, or ancient societies, sponsors have always played a pivotal role in advocating for and advancing individuals' careers. Coaching amplifies the impact of sponsorship by helping individuals develop the self-awareness, emotional intelligence, and leadership presence needed to attract and maintain sponsors.

By embracing coaching and actively preparing themselves for sponsorship, professionals can position themselves for success. As Indra Nooyi’s experience demonstrates, sponsors can open doors that might otherwise remain closed. The challenge for today’s professionals is to recognize the importance of sponsorship, work with coaches to make themselves sponsor-ready, and embrace the opportunities that advocacy can unlock.