Corporate sponsorship of gay pride parades on the rise

From Starbucks to eBay to Macy's, corporations are seeking increasing visibility at gay pride parades around the country.

Some of the largest gay pride events in the country were scheduled this weekend, including today's parade in Manhattan. Wal-Mart is among the sponsors of the New York event, which begins at noon at 36th Street and Fifth Avenue and ends in Greenwich Village.

Companies are finding that the benefits of sponsorship outweigh the risks of staying away, giving them a chance to make a statement in support of diversity and use it to help recruit and retain top talent who want to work for a business that supports LGBT rights.

"We understand there are people who might have different points of view on that," said spokesman Michael Palese at Chrysler, which has been a sponsor of the Motor City Pride Festival and Parade in Detroit for years and became a primary backer this spring.

"We respect their point of view as long as they respect ours," Palese said.

Banners at the Detroit event were adorned with corporate logos, including those of General Motors, Ford, Comerica bank, Kroger and Whole Foods Market. Delta Air Lines employees handed out day packs, luggage tags and the same cookies that passengers get.

At many companies, support for pride parades and festivals is fueled by internal Lesbian, Gay, Bisexual and Transgender councils who are given small budgets and freedom to spend that money where they choose.

The continued transformation of the parades from small, defiant, sexually daring protests to family-friendly, mainstream celebrations has been on full display this summer as new companies join businesses that have been longtime supporters.