Yeah I don't think he's denying he's gay in the sponsorships but it's that "version" of gay that gets him the sponsorships - the vendors want to be LGBT aligned but a particular flavour LGBT. The wholesome version of LGBT, not the leather chaps wearing, drag queen story time and circuit party bathhouse version of LGBT.
And we can all debate whether "pandering" to an almost heteronormative accepting vision of "appropriate" LGBT lifestyle is right or wrong but that's the version he's selling and like I said, assuming it's not all a facade, that's the version he is: genetically blessed, all american, white, middle class, corn fed, hard working man anyone could take home to mom. I'm not just fanboying I'm not saying he won't/doesn't have flaws, short comings, failings - he will, and he's spoke about some mental health things, in a limited fashion relationship stuff with Jeff and struggles coming out or being annoyingly boring if that's your view.
I really want to be clear all that is not to take away the other parts of our community in any way at all. It's just that's not the commercially successful seam he's chosen to exploit and those other segments are for others to capitalise on. Again in my view they're not acting dishonestly that really is who they are or pretty close to that public persona - how did he put it in that interview above - TV binge watching, dinner party, "couch and a movie gays".
I still think if they opened and only fans they could retire in one month - but opening that door 1) you really get that isn't their vibe 2) shuts a lot of other doors. 1*) or that vibe won't be commercially successful for them with their brand associations.