All activity in LeadDesk is done on behalf of a sponsor. They are responsible for the products that your campaigns sell, or that your customer service teams support.
You may have only one sponsor - if your company makes the product that you are selling, your company is its own sponsor. In call center businesses, they may act on behalf of many different sponsors across multiple campaigns and projects.
Sponsors need to be recorded when creating new campaigns or projects, new products and optionally for contact lists. They can be used to filter information in your Overview pages in Admin, and in reports.
It is possible to create accounts in LeadDesk for your sponsors to use. With these accounts they can view live data about the activity they are sponsors for.
Admins wanting to know more about sponsors and sponsor accounts should read this article.