In some industries, such as construction, the project sponsor is identified in the proposal, and thus everyone knows who it is.

Unfortunately, there are situations where the project sponsor is “hidden,” and the project manager may not realize who it is, or know if the customer realizes who it is. This concept of invisible sponsorship occurs most frequently at the executive level and is referred to as absentee sponsorship.

There are several ways that invisible sponsorship can occur.

• The first is when the project manager who is appointed as a sponsor refuses to act as a sponsor for fear that poor decisions or an unsuccessful project could have a negative impact on his or her career.
• The second type results when an executive really does not understand either sponsorship or project management and simply provides lip service to the sponsorship function.
• The third way involves an executive who is already overburdened and simply does not have the time to perform meaningfully as a sponsor.
• The fourth way occurs when the project manager refuses to keep the sponsor informed and involved. The sponsor may believe that everything is flowing smoothly and that he is not needed.

Some people contend that the best way for the project manager to work with an invisible sponsor is for the project manager to make a decision and then send a memo to the sponsor stating, “This is the decision that I have made and, unless I hear from you in the next 48 hours, I will assume that you agree with my decision."

It’s necessary to have a sponsor who understands project management rather than one who simply assists in decision making. The goals and objectives of the sponsor must be aligned with the goals and objectives of the project, and they must be realistic. If sponsor ship is to exist at the executive levels, the sponsor must be visible and constantly informed concerning the project status.