The annual gay-pride parade in Amsterdam, which takes place on the canals, is a happy and colorful event attracting thousands of spectators and thus, also the interest of sponsors.

Traditionally, the parade-boats are sponsored and peopled by members of the gay-community (such as gay clubs/affiliations/organisations etc) but the event is getting increasingly mixed up with non-gay particpants.

This year set new standards. Under the slogan "Personal Pride = Company Pride", a handful of large companies such as IBM and SHELL took part in the parade - not as passive sponsors but as active participants.

See images below.

Nb: IBM's banner, "IBMsterdam", is a clever little rip-off of Amsterdams slogan "I AMsterdam".

• ABN AMRO bank • ING bank • IBM