Yeah because sponsoring the Wallabies, the Socceroos, The Australian Cricket team, the Olympic team and probably I few I've missed has left Qantas marketing despairing at the lack of brand recognition with the Australian public.
A large enough proportion of the Australian public isn't interested in sport, they find cultural events such as this more important, and a company in the travel industry would be wise to promote themselves within the LGBT community, which generally has a large amount of disposable income. Very smart move I believe.