PROMOTING DIVERSITY: EXPLORING THE MOTIVATIONS FOR BACKING LGBT SPORTS INITIATIVES

Sport sponsorship has become a significant revenue stream in the multi-billion-dollar sports industry. This study explores the motivations behind organizations supporting and partnering with LGBT-focused amateur sports events, specifically the Gay Games. While the literature on sport sponsorship has grown in recent years, there's a gap in research focusing on amateur sports and the LGBT segment. The Gay Games, initiated by Dr. Tom Waddell, provide a safe and inclusive space for non-heterosexual athletes, aiming to combat prejudice and discrimination. This research aims to uncover the reasons organizations choose to sponsor and support such events, shedding light on their decision-making process. Understanding these motivations can help sport managers and practitioners optimize their sponsorship programs.