SYDNEY, Australia — They were there for the Sissy Ball, a vogue-style dance-off that was last weekend’s contribution to the Sydney Gay and Lesbian Mardi Gras, a two-week gay pride festival that will culminate in a parade this Saturday.

But as dozens of gay and transgender dancers popped and sashayed on the catwalk before a cheering crowd, the ball’s M.C. reminded everyone what made the bash possible.

“Shout out to Red Bull!” he yelled.

Red Bull, the energy drink producer, is one of dozens of companies sponsoring and participating in Mardi Gras this year. Others include Netflix, Absolut, Airbnb and Tinder. The retail bank ANZ has decorated automated teller machines around Sydney, which it calls “GAYTMs.”