What To Look For In A Sponsor?

May 2, 2023

In 12-Step programs, a sponsor can be an invaluable asset. They can help guide you through the steps, inspire you to stay sober and provide a sense of belonging in AA.

However, if you find that your sponsor is not the right fit, it is okay to let them go and seek out a new one. This is a normal part of recovery and should not be treated as an unpleasant experience.

The Right Fit

When it comes to securing a sponsor, finding the right match can be key to your success. A good fit is a partner that aligns with your values and supports your goals.

Research has shown that the overall fit of a sponsorship is critical for brands. It can impact a number of factors including purchase consideration, sponsorship renewal and brand perceptions.

For example, brands that fit well with a property can forge emotional connections with priority audience segments and generate greater customer loyalty. This is especially true if the activation is authentic, not opportunistic.

A good fit is one that both parties are comfortable with and can relate to. This is important because it will reduce the risk of misunderstandings and negative consequences.

One Year of Sobriety

It's important to look for someone with at least one year of sobriety when you're searching for a sponsor. The first year of recovery is often the most challenging, as it's when people are learning how to avoid relapse and manage triggers.

A sponsor can help guide their sponsee to develop their own recovery plan that works best for them. However, they should not impose their personal beliefs or lifestyle choices on their sponsee.

They should also be able to offer a kind and supportive relationship. It's not uncommon for sponsors to become close friends with their sponsees, and that can be a valuable benefit.

It's also a good idea to choose someone who is on time and available for meetings. They should be able to handle moments of crisis and keep you honest when they see you struggling.


The personality of a sponsor can have an impact on how consumers feel about the brand. It also can influence how much a brand benefits from sponsorships.

Many companies choose to incorporate a variety of sponsorships into their portfolio to enhance their overall image. But it's important to select the ones that are right for you.

In this paper, we examined the role of perceived fit and brand personality as means of building sponsors' brand equity in a basketball sponsorship setting both for team fans (fans) and rivals (rivals).

The first experiment involved two mock newsletters that featured information about the brand's sponsorship portfolio. One newsletter contained information about a low sponsorship category relatedness portfolio and the other had high event personality fit.


Whether it's a new project or an existing one, the first step in building a relationship with your sponsor is establishing expectations. This can help you avoid common pitfalls that can sabotage your relationship and ensure it is as productive as possible.

Effective sponsors keep their ear to the ground and stay involved throughout the lifecycle of the project. They remove impediments and offer timely guidance to keep the project aligned with business strategy.

They also provide candid feedback to their proteges. This can be an excellent way for them to demonstrate their expertise and build their credibility within the organization.

They can also act as role models and mentors for their teams, encouraging them to work toward a common goal. These actions can help increase the productivity of a team and reduce project risk.


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