Corporate Pullback Leaves Pride Events Underfunded — But Organizers Say the Celebration Will Go On
Pride events across the U.S. are facing hundreds of thousands of dollars in budget shortfalls after major corporations withdrew sponsorships ahead of summer festivities. In cities like San Francisco, New York, Kansas City, and St. Louis, organizers are scrambling to fund essential aspects of their LGBTQ+ celebrations while scaling back parties, performances, and volunteer support.
The drop in corporate support coincides with President Donald Trump’s rollback of LGBTQ+ protections and the growing backlash against “brand activism.” San Francisco Pride, one of the nation’s largest, is facing a $200,000 gap. KC Pride lost half its budget — another $200,000. In New York, Heritage of Pride is trying to close a $750,000 shortfall. And in St. Louis, Budweiser brewer Anheuser-Busch ended a 30-year partnership with local PrideFest, leaving a $150,000 hole.
Despite the setbacks, organizers remain defiant. “If you come to Pride this year, that’s a revolutionary act,” said Suzanne Ford, executive director of San Francisco Pride. “We’re not going to retreat from who we are. You can love who you love here.”
Major Sponsors Back Out, Some Quietly Return
Several longtime corporate backers — including Comcast, Anheuser-Busch, and Diageo (maker of Smirnoff and Guinness) — pulled support from San Francisco Pride earlier this year. Ford said the timing, amid Trump’s anti-LGBTQ+ policy moves, felt like “abandonment.”
In some cases, the public pressure worked. After media coverage, a few companies offered to donate but asked to remain anonymous. As of late May, none of the former sponsors appeared on San Francisco Pride’s website.
In New York, NYC Pride reported that about 20% of corporate sponsors either dropped out or scaled back, including PepsiCo and Nissan. Nissan cited budget cuts; PepsiCo didn’t respond. Still, some companies sent money quietly. “Writing a check with no strings attached is stepping up to the plate,” said NYC Pride spokesperson Chris Piedmont.
Why Companies Are Retreating from Pride
The corporate cold feet reflect a broader cultural shift. Experts say brand activism — which surged during the pandemic and movements like Black Lives Matter — is now out of step with a chunk of the public.
“There’s a growing segment of consumers who say, ‘I don’t want my toothpaste to have an opinion,’” said Barbara Kahn, a marketing professor at the Wharton School. Amir Grinstein, a Northeastern University professor, added that companies are simply adapting to changing market conditions and political climates.
Since returning to office, Trump has signed executive orders undoing diversity, equity, and inclusion (DEI) protections and transgender rights. Many companies followed suit. Meta and Target both pulled back on DEI initiatives, prompting Pride organizers in San Francisco and Minneapolis to cut ties.
Community Steps In to Fill the Gap
While major brands pull back, the community is stepping up. Crowdfunding efforts and local business support are helping Pride events stay afloat. In Minneapolis, Twin Cities Pride raised over $89,000 to cover a $50,000 gap. In San Francisco, local foundations chipped in $55,000.
“This isn’t the first year there’s been an inflammatory climate around Pride,” said James Moran of KC Pride. “People still want spaces to celebrate, to process what’s going on, and to build our own support networks.”
This year’s Pride themes reflect that resolve. San Francisco’s is “Queer Joy is Resistance.” New York’s is “Rise Up: Pride in Protest.” Boston’s: “Here to Stay.” The message is clear — even with fewer dollars, the fight for love, rights, and recognition is far from over.
