The importance of the umbrella can be traced back to Buddhist beliefs:
The umbrella is carried above an important dignitary or the image of a deity, to indicate that the person or symbol below the umbrella is in fact the center of the universe, and also its spiritual support.source: http://www.exoticindiaart.com/article/symbols/
Umbrella's were also viewed as protective items -- protection from the outside elements. Gordon does seem to offer protection -- perhaps protection from going bankrupt, and protection from dying. To those people who Gordon is helping out, Gordon is a savior, similar to that of a deity. Gordon not only provides protection for himself by finding a successful endeavor, but offers protection for all those desperate enough to seek help on the black market from his business.
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