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