Sponsorship and Gay Sport: A Case Study of the 2000 Gay Softball World Series

Abstract

The purpose of this exploratory study is to examine the sponsorship of a gay and lesbian sports event, and whether this differs from the sponsorship of more mainstream sports events. This is achieved by focusing on one particular non-mainstream sport and event, the Gay Softball World Series. It concludes that nonmainstream sports, such as gay and lesbian softball, have become a significant and legitimate, if problematic, cultural force and a desirable magnet for sponsors as corporations attempt to reach new target groups.