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Questioning the Cinco de Mayo 2001 Sponsor Motives

The Portland Cinco de Mayo 2001 Sponsors Included Junk Food, Alcohol, and Gambling sectors
PORTLAND, OR - The annual Cinco de Mayo festival drew an estimated quarter million predominantly Latino attendees this year from May 3rd - May 6th with food, beverages, games, music and events at the Tom McCall Waterfront park.

The event is organized by the Portland Guadalajara Sister City Association (PGSCA) and is a 501(c)(3) non-profit organization.

However, the event drew numerous sponsors as well as spectators. About twenty corporations sponsored the event representing alcohol (Sauza Tequila, Corona Extra), junk food (McDonald's, Pepsi), and gambling (Oregon Lottery).

It is obvious that these corporations are targeting Latinos. The Portland Rose Festival 2001, by contrast, has only Pepsi as a sponsor among "vice" catagories.

Since the end result of the non-profit's work is profit (for the corporations), how is the non-profit any different than a for-profit organization? In addition, how is the community repaid for exclusive use of public land (fenced off with $6 admission charge)?

The organization does claim community donations, but does not reveal specific amounts/percentages. Further investigation to various non-profit watchdog sites did not turn up additional information (nor the organization's form 990).