Many cold, incoming pitches will likely be short-term or stunt-based concepts that are "turnkey" and "guaranteed for millions of impressions." The writing in these pitches is tempting to bite on because they are often written like clickbait.

How can a cold pitch to your brand be value-packed when the property knows nothing about your business, needs, or desired audience? It would be a shame to categorize all sponsorship opportunities with the above experience - even though it happens to the world's best brands all too often.

Seek out sustainability, organic engagement and the value to be gained by thinking long-term.

Seth Godin writes, "There’s always someone more willing to play the short-term game than you are."

Avoid the race to the bottom.