Finding Sponsors at Work

5 Jul 2026 · 3 min · 2 chapters

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In short

Rebuilding sponsorship relationships after key sponsors leave due to restructuring; how to identify new sponsors and restart relationship-building.

Guest backgrounds

No named guest. The host is a leadership coach who answers “toughest leadership questions in one minute or less,” with experience building sponsor relationships at their organization.

Key claims

Sponsorship relationships can be rebuilt by returning to what enabled the original relationships; define what a “good sponsor” means for you; remember sponsors advocate on your behalf; identify internal individuals with “juice” to advocate and willingness to do so; then build relationships the same way as before.

Notable examples

“Chevy is called the heartbeat of America” and Chrome/Gemini ads are present, but the sponsorship guidance is the episode’s main content.

Written by AI. May contain mistakes. Listen to the episode to check what was said.

Chapters

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Strategies for Rebuilding Sponsorship

0:04 to 0:27

Understand how to identify and build new sponsorship relationships.

“It can help you with practically anything on the web, like restoring a vintage motorcycle from a 50-page restoration block, or finally break down that long article you've had open for weeks.”

Strategies for Rebuilding Sponsorship

1:19 to 2:10

Understand how to identify and build new sponsorship relationships.

“Because you've spent all that time and energy building those relationships and now they've exited stage left.”
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Transcript

Automatic transcript. May contain errors.

0:01This episode is brought to you by Google Chrome. You think you know a browser, but Gemini and Chrome? That's new. It can help you with practically anything on the web, like restoring a vintage motorcycle from a 50-page restoration block, or finally break down that long article you've had open for weeks. Gemini and Chrome is here for it. Ready to make anything online make sense? There's no place like Chrome. Check responses set up required. Compatibility and availability varies 18+. Listen to the heartbeat. Chevy is called the heartbeat of America for a reason. With SUVs made to move with your rhythm.

0:35The versatile Equinox tackles your entire day. The spacious Traverse fits your crew and your whole weekend. And Trax brings style with value you can count on. All infused with tech that has your back. So your drive always hits the right chord. Chevrolet. Together let's drive. Do you feel like you have sponsors at work? I am here to answer your toughest leadership questions in one minute or less. I've spent a ton of time building relationships with sponsors at my organization, but partly because of restructuring, my two biggest allies have recently left the organization or retired. How do I start trying to rebuild sponsorship relationships when the organization shifts?

1:17Oh my goodness. Well, that is tough, right? Because you've spent all that time and energy building those relationships and now they've exited stage left. Here's the thing. I want you to think about what you did that enabled you to build those initial sponsorship relationships. That's rule number one, right? You obviously were able to do it before. It means you're going to be able to do it again. I think the second piece is you have to sort of understand what makes a good sponsor for you. And you have to remember that what does a sponsor do? They advocate on your behalf. So you now need to put your radar on and look for who else are those individuals in the organization who, A, have the juice to advocate for you and secondly, would be willing to do so.

2:00And then you need to start building a relationship with them exactly the way you did it previously. So you know what you need to do. You just need to go out there and do it. Make sure to check out Coaching Real Leaders wherever you find your favorite podcasts.

From the publisher

Finding Sponsors at Work

23 Nov 2024

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Do you have trouble finding someone at work who can be your sponsor, opening doors to opportunities and growth? Executive coach Muriel Wilkins is here with advice and strategies that can help — delivered in one minute or less. Wilkins is the host of HBR’s Coaching Real Leaders, available wherever you get your podcasts.

You can also listen here: https://s.hbr.org/3YByY6M

Learn more about your ad choices. Visit megaphone.fm/adchoices

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