Business sponsors of the Sydney Gay and Lesbian Mardi Gras have been out in full force recently, with ANZ Bank GAY-TMs, Telstra Disco-Infono rainbow phone booths, Uber Mardi Cars and Airbnb's Big Gay Stay promotion.
However, each of these ventures has been accompanied by criticism from some corners of the LGBT community, who believe corporate support of LGBT pride events is tokenistic and largely a profit-making venture.
Supporting companies are increasingly going beyond just having a stall at Fair Day and a float in the Mardi Gras parade, with LGBT-themed installations popping up around the city and providing free advertising for their makers via social media. But how do the 2015 supporters stack up in terms of supporting the LGBT community the rest of the year? BuzzFeed News spoke to some of the most visible.
ANZ Bank copped flak recently for its GAYTM promotion in Australia and New Zealand, where machines decorated to celebrate the Auckland Pride Festival were doused in pale pink paint by queer activists.
The GAYTM protest has sparked an ongoing debate about whether corporatisation is to be welcomed or eschewed by the LGBT community.
Telstra has jumped on board with Sydney Gay and Lesbian Mardi Gras for the first time this year, after sponsoring Melbourne pride festival Midsumma for the past five years.
Some people aren't fans of the phone booths, labelling them a "gay stereotype".
But others are very happy to see them.
Airbnb are also newcomers to Mardi Gras, having previously supported San Francisco Pride. Their Big Gay Stay attraction, where visitors can stay in the Airbnb float the night before the parade, has received attention in local LGBT media.
Uber have paired with Carsguide.com.au to provide three colourful 'Mardi-Cars' which will offer free rides throughout the Mardi Gras festival.
Sydney Gay and Lesbian Mardi Gras declined to comment for this story.