Imagine being in a room filled with decision-makers, strategists, and changemakers—yet knowing that many talented voices, particularly women’s, are absent. This reality is one of the greatest challenges in leadership today: despite strides toward equity, systemic barriers often prevent women from advancing into senior roles.

Last year, I attended MLB’s Winter Meetings, an extraordinary gathering of executives, general managers, scouts, and industry leaders. Among the highlights was a reception honoring women in sports, featuring Kim Ng, the first female general manager in Major League Baseball history. Her insights into breaking barriers were inspiring, but one particular point resonated deeply: the importance of male sponsorship in advancing women’s careers.

At first, her comment sparked resistance in me—why should women rely on men to succeed? But as her words sank in, I realized she wasn’t advocating dependence but strategic partnership. She was calling for intentional collaboration to create opportunities where systemic inequities have historically held women back. This realization brought clarity: Sponsorship isn’t a favor—it’s a strategic imperative for building high-performance, equitable organizations.

What is Sponsorship, and Why Does It Matter?

Sponsorship goes beyond mentorship. While mentorship focuses on providing guidance and advice, sponsorship is an active, advocacy-driven relationship. Sponsors leverage their influence and networks to champion someone’s career—ensuring their talents are recognized and opening doors to new opportunities.

Unfortunately, women are often over-mentored and under-sponsored. A Harvard Business Review study found that high-potential women without sponsors are 53% less likely to reach top management and leave their roles at twice the rate of their male peers. Without sponsorship, the systemic biases that hinder women’s advancement remain unchallenged.

Why Organizations Must Embrace Sponsorship

Sponsorship isn’t just a personal initiative—it’s a leadership responsibility. High-performing organizations recognize that diverse leadership teams drive innovation, improve decision-making, and enhance organizational outcomes. Yet, systemic inequities persist, creating a need for intentional efforts to elevate underrepresented voices.

Here’s why sponsorship matters to your organization:

1. Unlocking Potential: Sponsors amplify talent that might otherwise go unnoticed, ensuring the right people are in the right roles.

2. Driving Equity: Sponsorship helps counteract systemic barriers, creating a more inclusive and equitable workplace.

3. Enhancing Retention: When employees see clear pathways for growth, they are more likely to remain engaged and committed.

Building a Culture of Sponsorship

Leaders have the power to normalize sponsorship as part of their organizational culture. Here are actionable steps to create an environment where sponsorship thrives:

1. Identify and Champion Talent

Be proactive in identifying high-potential individuals, particularly women, who demonstrate the skills and ambition to excel. Advocate for their work in meetings, recommend them for key projects, and ensure they have a seat at the table.

2. Formalize Sponsorship Programs

Ad-hoc efforts are not enough. Establish structured sponsorship initiatives that provide clear pathways for career advancement. Create opportunities for senior leaders to meet rising talent and learn about their aspirations and strengths.

3. Educate Leaders on Sponsorship’s Value

Many leaders shy away from sponsoring women due to fear or misconceptions. Provide training on the importance of sponsorship, highlighting how it strengthens teams, drives results, and builds a culture of equity.

4. Model Sponsorship in Action

As a leader, your actions set the tone for others. Share examples of how sponsorship has impacted your career or the careers of others you’ve supported. Publicly acknowledge the success of individuals you’ve championed, reinforcing the value of sponsorship within your organization.

Reflections from My Own Journey

As I reflect on Kim Ng’s words, I recognize that sponsorship has been a critical element in my own career. While hard work, tenacity, and skill were essential, it was the advocacy of strong sponsors that opened doors, invited me into the room, and supported me in claiming my seat at the table.

Leaders, take note: being an ally is important, but it’s not enough. Sponsorship requires action. It’s about using your influence to ensure the voices and contributions of talented women are recognized and valued.

Commit to Sponsorship Today

Sponsorship isn’t just about advancing individuals—it’s about transforming organizations. By championing women in leadership, we create workplaces that are more innovative, equitable, and high-performing.

At Russo Leadership, we partner with organizations to build cultures of sponsorship that amplify talent and create lasting impact. If you’re ready to take action, reflect on the leaders in your organization who have untapped potential. Advocate for their contributions, provide opportunities for growth, and take intentional steps to sponsor their success.

Because when we align talent, opportunity, and leadership, we don’t just elevate individuals—we strengthen organizations.