Brands such as Sony, Reckitt Benckiser, Costa Coffee, Deloitte, and Skyscanner are among those that have not renewed their support for major UK Pride events this year, despite high-profile involvement in recent years.
Pride in London, the UK’s flagship event, has seen sponsorship by Sony’s PlayStation brand and Reckitt’s Durex quietly dropped, while Costa, owned by Coca-Cola, has not returned as a sponsor of Brighton & Hove Pride, one of the UK’s most attended festivals.
BMW, a sponsor of both London and Brighton Prides in 2023, has shifted its support this year to Classical Pride, a smaller LGBTQ+ classical music celebration. Notably, the carmaker has also not updated its social media branding for Pride Month, as it did in previous years.
Similar trends have emerged in Scotland, where both Deloitte and Skyscanner — previous backers of Edinburgh Pride — are absent from this year’s list of sponsors.
According to figures from the UK Pride Organisers Network, three-quarters of Pride organisers across the country have reported a decline in corporate partnerships in 2024. One in four say that their sponsorship revenue has dropped by more than 50 per cent.
The pullback comes at a politically sensitive moment. President Donald Trump has launched a full-scale attack on DEI initiatives, signing an executive order earlier this year banning what he calls “Illegal DEI” policies in federal programmes. The move has emboldened conservative lawmakers across the US, with states such as Utah passing legislation banning LGBTQ+ flags from government buildings and schools.
While Trump has not yet issued a proclamation marking Pride Month — as President Joe Biden did throughout his presidency — there are reports his administration may go so far as to rename a naval vessel honouring Harvey Milk, the first openly gay man elected to office in California.
Though the political wave is most intense in the US, it appears to be influencing corporate decision-making globally. UK-based multinationals with significant American operations, including HSBC and advertising giant WPP, have also taken a more cautious approach to Pride visibility this year.
Analysts suggest that many brands are reassessing the reputational risk of engaging in overt LGBTQ+ advocacy amid polarised cultural debates and targeted backlash. Others argue that this withdrawal risks alienating younger and more progressive consumer bases.
The trend is even more pronounced in the US, where New York City Pride, the world’s largest Pride celebration, has seen a wave of corporate pull-outs. Mastercard, PepsiCo, Nissan, Citi, and PwC have all either scaled back or ended their sponsorships, contributing to a reported 25 per cent drop in overall corporate backing.
While organisers acknowledge that some brands remain committed to LGBTQ+ inclusion, they warn that without sustained support, Pride events may struggle to maintain their scale, reach, and community impact.
As Pride Month unfolds, the tension between corporate allyship and political risk is becoming increasingly clear — leaving many to question what true commitment to equality looks like in 2024.
