Carl Nassib New York Usa city Las Vegas trans experts Carl Nassib New York Usa city Las Vegas

Brands wake up to LGBTQ+ sponsorship deals as acceptance grows in sport

Reading now: 395

This week, Canadian ice hockey player Luke Prokop followed in the footsteps of American football star Carl Nassib in becoming the first openly gay athletes still active in their respective sports – and potential sponsors are circling, experts said. “These athletes are exhibiting degrees of courage and authenticity, which are always good traits for a brand,” said Paul Hardart, a marketing professor at New York University’s Stern School of Business.

Prokop’s announcement sparked an outpouring of online support from fans, fellow players and sports groups, while Nassib’s Las Vegas Raiders jersey became the top seller days after he came out, sports channel ESPN reported.

The website is an aggregator of news from open sources. The source is indicated at the beginning and at the end of the announcement. You can send a complaint on the news if you find it unreliable.

Related News