Across the U.S., corporate sponsors are backing out of their Pride commitments. Some brands cite economic pressures and tariff uncertainty. Others hand Pride organizers money and telling us to keep their names out of the headlines. As Pride 2025 kicks off, let’s look at how LGBTQ+ people are approaching rainbow season differently. Spoiler alert – we’re not going back into the closet and we take note which companies are LGBTQ-friendly and whose claims of support turned out to be hollow.
But first, what’s going on with Pride sponsors this year?
Across the country, corporate sponsors are clawing back checks.
NYC Pride – the biggest in the US, drawing around 2.5 million people – has lost one quarter of its sponsors. The drop-outs include Mastercard, Citi, Nissan, and Target. New York Pride organizers estimate there is a $750,000 shortfall.
Here’s a fun fact buried at the bottom of that NYT piece: Target did, in fact, donate to this year’s NYC Pride. They just asked to be a silent partner and not be mentioned on the NYC Pride website! Let’s call it an interesting decision for a company that could’ve, um, used Pride as an opportunity to redo their great big DEI retreat of earlier this year and maybe salvage the quarter for their investors.
But nah, they didn’t go that route.
Comcast pulled out of San Francisco Pride. So did alcohol brands Diageo and Anheiser-Busch. SF Pride faces a shortfall of $200,000.
Utah Pride is currently short double that amount – with half of their usual sponsorships on hold.
A spokesperson declined to name the naughty sponsors to a journalist from The Guardian, but they didn’t mince words on the reason: the DEI panic and scapegoating of LGBTQ+ people from the current political administration.
Some companies remained steady or upped their donations include L’Oreal and Deutsche Bank.
Others say, keep the money and keep quiet that I gave it to you. You know, the kind of fair weather support that leaves LGBTQ+ people feeling unsupported.
Here’s the thing: Less corporate money doesn’t just mean fewer floats at Pride. It means less security at a time when LGBTQ+ people need it most.
Remember last year, when the State Department put out a Pride month alert because they were worried about terrorism?
Security costs alone have skyrocketed in some cities due to vague threats or politically motivated scrutiny.
Pride 2025 is An Opportunity for Reinvention and Resistance
For years, LGBTQ+ people have complained about the pinkwashing of Pride. We’ve rolled our eyes at brands like Walmart or TJ Maxx throwing rainbow tote bags and pretending it’s anywhere near enough.
Now that they’re on the down low, we get the chance to re-envision Pride.
And it’s never been more urgent than now.
We’ve said for years that we’re sick of the pinkwashing and rainbow capitalism. What do we want to see instead? And how are we going to fund it?
These questions aren’t just theoretical, they’re calls to think about how we want to celebrate Pride moving forward.
What if we had open air dance parties, queer yoga on the beach or potlucks instead of parades?
Pride 2025 Quotes: How Queer People Around The World Are Celebrating Pride
Showing up at Pride this year isn’t just about waving a flag or looking cute for a selfie.
It’s about taking up space, celebrating our identities, and demonstrating that we will not go back into the closet.
It’s about giving hope to the folks who are too scared to be visible right now, because their identities have been politicized.
It’s about snatching moments of joy and connection from those who are so threatened by our vibrant existences that they want to erase us.
It is an act of resistance, strength and hope.
But you don’t have to take my word for it! Keep reading to hear how queer people all around the world are approaching Pride in 2025.
Ron Blake, Phoenix, Arizona:
“I will continue to move beyond fear and uncertainty this Pride Month.
As gay man, I will be going out doing exactly what I’ve been doing every Pride Month (every single day actually) for the past ten years. Meeting strangers at Pride events and parades. Sharing with them my story and determined mission to recover from a near-deadly trauma involving anti-LGBT bias and to reach a symbolic goal in New York City. And getting the written support from those strangers.
It’s creating a lot of social practice artwork along the way. Art that is needed more than ever. Art that can inform, entertain, and inspire folks to see what’s possible beyond the hatred, discrimination, bullying, and harassment that many of us still face in the LGBT community.” – Ron
Shifra Nerenberg, Asheville, North Carolina:
“This year, I’ve actually increased my participation in Pride events, especially as a queer woman small-business owner. In previous years, I’ve had a booth doing tarot & palm readings at at least one local Pride market/festival. This year, I’ll be vending at 4 different events in June.
Supporting my community is an act of protest in its own way, especially as Western NC’s economy continues to recover from Hurricane Helene & we navigate the current antagonistic/harmful political landscape.
All the events here will have security of some kind on-site (including cooperation from local police), & the organizations all have plans for handling protestors safely.” – Shifra
Bernie Wagenblast, Cranford, NJ
“I’m a trans woman who socially transitioned about two and a half years ago.
My Pride plans haven’t significantly changed from the past two years. What has changed is my determination to support my siblings in the LGTBQ+ community. I believe it’s more important this year for us to be there for one another.
As corporate “support” has dropped, I’m trying to make an effort to thank true allies who are at Pride events and let them know their support is seen and appreciated.” – Bernie
Liam Perkins, Los Angeles, CA
“This Pride feels different, not diminished, but defiantly reimagined.
While I’m skipping massive parades like WeHo Pride due to safety worries amid rising political hostility, I’m diving deeper into hyper-local joy.
My partner and I traded crowded streets for Catalina Island’s “Dinghy Parade” (June 7), where we’ll decorate our kayak with rainbow florals and join other queer boaters sailing past Avalon Harbor, a whimsical, low-profile celebration that feels both safe and sacred.
Community shifts are evident as L.A.’s queer spaces pivot from corporate spectacle to intimate connection. Privr colleagues now host backyard “Storytelling Potlucks,” where elders share Stonewall memories and Gen Z artists screen protest films. It’s raw, unfiltered, and free from sponsor logos, a direct response to brands like Target and Kohl’s slashing support.
Ironically, this pullback has reignited our DIY spirit: we’ve raised $5K via GoFundMe for trans youth attending Creating Change 2025, proving community can fund its own joy.
I’m celebrating more, just in a different way. I’m prioritizing intergenerational solidarity, volunteering with SAGE to record oral histories from LGBTQ+ elders. And instead of bar-hopping, I’m hiking to Griffith Park’s secret “Pride Vista” for sunset meditations. The magic lies in finding resilience in quiet moments: no corporations, no chaos, just us.” – Liam
Ian Hawkins, London, UK
“If we all stay home it feels like “they” are winning. But if we come out and party, we have a target on our backs.
Those of us with memories know that allyship was pivotal in winning the rights we now seem to be taking for granted (and which are yet to reach many parts of the world). We never “won”, we have had a few significant victories, but the cause goes on until everyone under the umbrella can feel safe being who they are.
This year, I’ll be supporting smaller events where showing up feels like it matters: there’s a local queer picnic in my nearby park.
I’m also speaking at a number of internal events for businesses marking Pride Month, sharing why being an ally is really important.” – Ian
Explore changing LGBTQ rights in the UK and how the UK compares to European countries on LGBTQ inclusion – spoiler alert, it’s dropped in recent years due to transphobic laws and social attitudes mainstreamed by JK Rowling.
Ryan Cogley, Dublin, Ireland
“While hate appears to be rising, at the same time people are coming out in large numbers to provide support to marginalized communities. I think that’s why it’s so important to take part and be seen. That’s why I will be attending Dublin’s annual pride parade.
Growing up in the rural countryside of Ireland, there weren’t many Pride events to go to. But these days Pride events are taking place across the country of Ireland, which is great to see.
And there are so many events to attend, ranging from park picnics and queer history tours to open mic nights and parades, that it feels like there’s something for everyone.
In order to assist in promoting the visibility of our community, I’m also trying to highlight LGBTQ+ issues in my writing. I’ve written two novels that have gay main characters, with a third due for publication next year.” – Ryan
