Brands show their pride for Sydney’s Mardi Gras with QMS
The 2025 Mardi Gras Festival drove a 25% increase in parade attendance within the Oxford Street and Taylor Square precinct.
Major advertisers are backing Sydney’s 2026 Gay and Lesbian Mardi Gras Festival through QMS.
Digital outdoor media leader QMS is once again supporting the world-famous festival, showcasing bold and dynamic creative from brands including Westpac, Pernod Ricard, Belvedere and Up Bank.
Brands take centre stage in the Mardi Gras precinct
Running from 13 February to 1 March, the 48th annual Sydney Gay and Lesbian Mardi Gras Festival features more than 80 events, culminating in the iconic Oxford Street parade on Saturday, 28 February.
The parade will see more than 200 floats and 12,000 marchers take to the streets.
This year’s theme, “Ecstatica”, celebrates euphoria, joy and connection as forms of queer resistance, a spirit reflected in the creative executions appearing across QMS’ premium City of Sydney network.
Olivia Gotch, General Manager, City of Sydney at QMS, said Mardi Gras remains one of Australia’s most powerful cultural moments.
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“The Sydney Mardi Gras is one of the most powerful cultural moments on Australia’s major events calendar,” she said.
“We’re proud to again enable our brand partners to connect with these large-scale audiences in the heart of the Mardi Gras precincts, giving advertisers an opportunity to engage with audiences in real time, in the places where the energy and emotion of the festival is strongest.”
Gotch added that the contextual nature of digital out-of-home makes it a natural fit for the event.
“It’s where brands can be a part of the celebration in a way that is meaningful and highly contextual.
“This year’s theme, Ecstatica, is all about joy and expression, and we’re seeing brands embrace that spirit with dynamic creative that reflects the vibrancy of Mardi Gras. It’s a privilege for QMS to continue playing a role in showcasing diversity and equality to the world.”
Strong audience growth underpins 2026 momentum
Momentum heading into the 2026 festival follows significant audience growth recorded during the 2025 event period.
Image: QMS
The 2025 Mardi Gras Festival drove a 25% increase in parade attendance within the Oxford Street and Taylor Square precinct, with evening audiences surging 54% and interstate visitors up 28%.
Top Image: QMS
