Purpose – The purpose of this paper is to offer a viewpoint on the challenges that assistant principals (APs) face and to make the case for intentional mentoring, coaching, and sponsorship of individuals in these roles. Design/methodology/approach – The authors provide a professional viewpoint based on scholarly literature and their practitioner observation. Findings – The authors propose that by focussing on APs, being systematic about supporting APs, and expanding and deepening understandings of the hurdles and dilemmas they face, the schools will have a more robust leadership pipeline and more satisfied and effective APs. They recommend that school districts, whether in the USA or internationally, consider adopting specific and intentional strategies to mentor, coach, and sponsor new APs, with what they call Mentor-Sponsor Models. Originality/value – The author recommendation for school districts to create Mentor Banks of qualified, exemplary senior principals who can sponsor and mentor new APs as an “in house” model for developing district talent is an original idea that could be easily implemented in larger school districts.