Project sponsors create or destroy value. Their role determines whether or not each project gets off to a good start, continues throughout the project and outlasts that of the project manager. Sponsors link corporate direction and accountability with programmes and projects. They transmit information and decisions downward to the project, represent the project upwards, communicate with stakeholders, care for the project context and are accountable for project benefits. Hence this role is pivotal in the governance of project management and the broader ongoing success of organisations.

The eleven key questions related to project sponsorship given in the publication Directing Change published by the Association for Project Management remain valid. However it has been observed that the sponsor role is still widely misunderstood and poorly practised. Hence the need for this further more specific guidance.

The guide explains the rationale for the sponsorship role, clarifies the range of governance related duties and provides concise practical aids.

As with the two previous successful publications from the same study group, Directing Change and Co-Directing Change, it applies to all types of organisation and across sectors. We believe its use will improve governance, bringing greater rewards to organisations undertaking significant projects as well as to their owners and to wider stakeholders.