As Vice President of Advisory Services at Coqual, I speak with hundreds of leaders — executive, human resource, rising leaders and others, throughout the year about sponsorship. And more often than not, I ask people to reflect on two questions: “In your career, who helped you get to where you are now?” “What actions did they take for you?” 

Everyone has a story—a moment in their career when a leader took time to really see them and understand their goals and then took action to advocate for them. While the ways are varied (inviting you to present at a high-visibility meeting, introduced you to an important business client, or helped you sharpen your “elevator pitch” before an interview), I consistently hear that leadership advocacy matters and can even be a deciding factor at career inflection points.  

But it’s when these moments of advocacy deepen and develop into a sustained relationship over time that the relationship becomes a real gamechanger. That relationship is what we call sponsorship.  

Sponsorship is a strategic, high-impact relationship where influential leaders actively advocate for high-potential talent, creating visibility and opening doors to new career opportunities. It’s a two-way street—while sponsees gain critical access and opportunities, sponsors benefit by expanding their leadership impact, fostering diverse perspectives, and strengthening their talent pipeline for future success.  

And through it all, it’s often the organization that benefits most from sponsorship.  

When leaders and talented employees know how to build strong sponsorship relationships, it creates a culture of mutual support and growth, a dynamic environment where talent thrives and innovation flourishes. As sponsorships foster growth and opportunity, organizations strengthen their leadership bench and build a pipeline of engaged, high-potential talent—driving long-term business success. 

The Problem: Gaps in Systems and Practices 

In today’s workplace, even the most committed organizations struggle to maintain momentum in their DEIB efforts which is traditionally where many organizations view and implement sponsorship initiatives. As one board leader aptly observed, “Progress feels fragile—it takes years to build and can unravel overnight.” This fragility often stems from reliance on ad hoc efforts and under-resourced programs. Sponsorship, one of the most powerful tools for driving equity and opportunity, is often either under-resourced or inconsistently implemented. 

The challenges are clear. While many companies succeed in identifying overlooked talent and placing individuals in leadership pipelines, the journey frequently stops there. Without systems of ongoing support, individuals placed in these roles may find themselves isolated, under-supported, and excluded from the informal networks others access effortlessly. As a CDO shared in a recent discussion, “Sponsorship programs unlock potential—but only if done right. Otherwise, they risk reinforcing the very inequities they aim to dismantle.” 

Even mature sponsorship programs often encounter pitfalls that limit their impact: 

• Limited Structural Support: Many programs fail to equip sponsors and sponsees with the tools needed for meaningful and productive relationships. One CHRO noted, “It’s not a lack of intent—it’s a lack of structure. Sponsors lose interest when the framework isn’t clear.”  

• Inconsistent Leadership Accountability: Too often, sponsorship is positioned as optional. Sponsors may begin with enthusiasm but lose momentum without structured follow-ups, leaving high-potential individuals without the sustained advocacy needed to navigate hurdles. As one executive recounted, “A promising leader missed out on a critical project because their sponsor disengaged after the initial pairing.” 

• Focus on Placement, Not Progression: Success is often defined by placing talent in roles, but without addressing retention and growth, the pipeline falters. One sponsee reflected, “I landed a leadership role but felt unprepared for the unspoken expectations. It felt like I was set up to fail.” 

These issues are magnified by today’s anti-DEIB rhetoric and economic pressures, forcing companies to justify initiatives under tightened budgets. Leaders are expected to deliver greater impact with fewer resources, making sponsorship initiatives a necessity rather than a luxury. 

The Shift: From Cohorts to Systems 

Traditionally, sponsorship programs have focused on the participant experience of sponsors and sponsees in a particular group or program for structured engagement. While effective at facilitating individual sponsorship relationships, these efforts often fail to scale across the organization by building connectivity across programs or over time. 

Today’s landscape demands a shift to frameworks that embed sponsorship as a sustained, intentional practice. This approach ensures opportunities translate into long-term success by focusing on three critical elements: 

• Empower Participants: Another organization implemented playbooks with actionable guidance on building trust and setting clear goals, significantly empowering participants to build strong sponsorship relationships. 

• Assign Metrics: A multinational tech company tied sponsorship metrics to leadership evaluations, incentivizing active support for sponsee progression for leaders. 

• Build Accountability: A financial services company introduced biannual progress reviews and clear advocacy goals for sponsors, ensuring accountability and measurable outcomes. 

Why Sponsorship is the Right Starting Point 

Sponsorship programs, when designed effectively, create pathways for great talent to access opportunities and navigate the nuances of organizational culture. This builds networks, confidence, and skills that enable rising leaders to contribute meaningfully and advance within the organization. 

Beyond individual impact, sponsorship serves as a blueprint for other leadership initiatives. The principles of intentionality and accountability that define successful sponsorship programs can be applied across mentorship, onboarding, and leadership development—embedding inclusion into the organization’s DNA. As one leader shared, “We started by fixing sponsorship and realized it was the key to transforming how we support our people.”  

Coqual’s Sponsorship Advisory Offerings 

Employees need sponsors who are influential advocates. For more than a decade, Coqual Advisory has offered sponsorship tools and programs to teach leaders and talent how to build lasting sponsorship relationships that benefit both the sponsor and sponsee, as well as the organization. 

At  Coqual, we help companies build impactful, sustainable programs and offer a comprehensive suite of services tailored to your organization’s needs, including: 

1.) Sponsorship Program Blueprint
A tailored roadmap that aligns your goals with actionable, scalable best practices. 

2.) Sponsor-Sponsee Training Workshops
Hands-on training to equip participants with the tools, confidence, and strategies to build impactful relationships. 

3.) Sponsorship Toolkits
Practical guides with step-by-step instructions for setting goals, maintaining engagement, and overcoming challenges. 

4.) Matching Framework Development
Guidance and best practices to ensure data-driven sponsor-sponsee pairings that maximize compatibility and impact. 

5.) Program Success Metrics Framework
Systems to measure and evaluate outcomes, including promotion rates, retention, and leadership diversity. 

6.) Sponsorship Cohort Convenings
Peer forums to share experiences, troubleshoot challenges, and learn from others in real time. 

7.) Alumni Connections
Guidance and best practices to leverage sponsorship program alumni to build connectivity and community across cohorts. 

8.) Industry Insights Roundtables
Cross-sector discussions that provide benchmarking data and fresh perspectives on sponsorship best practices. 

9.) Sponsor Ready
Digital learning program that prepares talent to build sponsorship relationships through online learning materials, reflection exercises, guided action planning, and group discussions.  

By investing in a structured and scalable sponsorship initiative, you’re not just opening doors — you’re creating pathways to success for everyone. With the right support, these opportunities can empower individuals to thrive and break through barriers. Together, let’s build a stronger foundation for equity and growth. Reach out to [email protected] to begin the journey.