Big-name Sydney Mardi Gras corporate sponsors have decided to reduce their visual presence in this year’s tarot card creative campaign after deeming it too risqué to associate their brands with.
A source unauthorised to speak publicly but close to the Mardi Gras campaign said the “sexual and dark nature” of some of the tarot cards in the campaign meant companies like American Express and Coles did not want their logos associated with them when offered the opportunity.
Another said they were deemed by sponsors as “too risqué”.
The cards range from the innocuous – a “Rebirth” card, representing a trans man discovering and living life as their “true self” – to more evocative ones like the “Protectors” card, which features two people on a motorcycle with chains attached to two other people who are wearing dog masks. One of the people on the motorcycle is also holding a whip.
Another card labelled “Desire” features three people, one in the background with devil wings, horns, and a chain wrapped around their neck. The other two people in the foreground are holding chains and one of them is holding a whip.
The principal partner of the 2024 Mardi Gras is credit card company American Express, while the presenting partner is supermarket chain Coles.
Other major partners include consulting group Deloitte, alcohol company Little Creatures, beauty specialists Mecca Max, law firm Minster Ellison, telco Optus, consumer goods corporation Procter and Gamble, airline Qantas and hotel group W Hotels.
American Express, which is sponsoring Mardi Gras for the third time as principal partner, said it had “agreed with the organisers to reduce our visual presence in the festival”.
“We respect Sydney Gay & Lesbian Mardi Gras’ strategic decision this year to re-centre its focus and spotlight the people, stories and voices of the Sydney LGBTQIA+ community … honouring the heritage of the organisation.
“We continue to invest and support initiatives that back and celebrate the community both throughout the Mardi Gras period and beyond.”
A Coles spokesperson said it was supportive of Mardi Gras. “Our partnership is part of our commitment to create a safe and welcoming environment for LGBTQIA+ people across our workforce and our stores and we’re proud to be part of it.”
An Optus spokesperson said: “We are and will remain strong supporters of Mardi Gras, diversity and pride.”
The Sydney Gay and Lesbian Mardi Gras organisation said it made a “conscious choice” to re-centre its creative campaign this year to focus and spotlight LGBTQIA+ communities and individuals who “embody the rich diversity and vibrant spirit of our city”.
“In respecting this vision, our corporate partners agreed to a reduced visual presence throughout the Sydney Gay and Lesbian Mardi Gras Festival to allow the LGBTQIA+ community to be the focus of the event — a gesture that reinforces the essence of Mardi Gras.”
Mardi Gras said this “should not be interpreted as a step back in support” and that partners are “more than just logos on a page; they are allies and advocates for progress”.
“The backing of our corporate partners is as robust as ever. Their financial contributions, event participation, and community initiatives continue, driving positive change and authentic community impact at a level that aligns with their unwavering support.
“They remain committed to the cause and the community, standing with us as we celebrate the past, present, and future of LGBTQIA+ life.
“We are immensely grateful for their continued support and their understanding of the importance of this year's campaign focus.”
Editor's note: GSN editor Ben Grubb pays a $50 annual fee for access to Mardi Gras membership discounts.
Ben Grubb is the founder and editor of Gay Sydney News, an independent publication covering LGBTQIA+ news. A journalist with more than 15 years' experience, he has reported and edited for The Sydney Morning Herald, The Age, WAToday, Brisbane Times, The Australian Financial Review, News.com.au, ZDNet, TelecomTimes and iTnews, primarily on the topic of technology. He previously hosted The Informer, a queer current affairs program on Melbourne’s JOY 94.9 radio station, and contributes to LGBTQIA+ media including Stun Magazine. Ben has also appeared as a technology commentator on Channel Ten's The Project, ABC RN’s Download This Show and commercial radio stations 2UE, 2GB and 6PR. Contact Ben: [email protected]
