With a slew of big-name companies pulling back from Pride, LGBTQ+ advocates say their trust in Corporate America is waning — a shift that could have long-lasting and costly implications for brands.

“What companies are telling us is this is elective,” said Fabrice Houdart, who runs the LGBTQ+ Association of Corporate Directors and Koppa. “This is something I can give you and something I can take back.”

This year, major Pride events in cities like New York, Washington, and San Francisco are experiencing significant sponsorship shortfalls as corporations retreat from sponsoring annual Pride celebrations across the country.

Organizers report that up to 30% of corporate sponsors have withdrawn support amid concerns about political blowback. As of Friday, about 25% of NYC Pride partners have “either pulled, scaled back, or reallocated their support this year,” resulting in a roughly $750,000 shortfall, according to media and marketing manager Kevin Kilbride. PepsiCo and Nissan are among the companies not participating in 2025.

In May, San Francisco Pride — one of the world’s largest events — lost four key sponsors: Comcast, Anheuser-Busch, Benefit Cosmetics, and Diageo, pulling $1.3 million in support. (The event is currently down about $200,000 after attracting new and returning sponsors, including Levi’s.)

Anheuser-Busch also pulled support from PrideFest in its hometown of St. Louis after 30 years, leaving organizers $150,000 short. In Kansas City, Missouri, Pride organizers have lost roughly $200,000 — about half their annual budget, according to the AP. In Canada, Pride Toronto lost Google and Home Depot

“As our community — especially trans individuals — are under attack now more than ever, it's beyond disheartening that we've seen some corporations bow to public pressure and step back from being voices for change,” Kilbride said. “We need corporations and partners of all sizes to step up to the plate, stay on the right side of history and support the entire LGBTQIA+ community. We're here. We're queer. We’re not going anywhere.”

Organizers acknowledge that support hasn’t vanished altogether. “We’re pleased to have 77 partners helping to bring NYC Pride to life, including 12 new partners supporting us this year,” Kilbride said. “We’ve been heartened to see some partners provide funding without any marketing behind it, which helps us continue creating these safe spaces while ensuring support is centered on our community instead of the promotional value. And we hope to see more partners step up to the plate as authentic corporate citizens by supporting the community without strings attached.”

Still, advocates warn that companies pulling back now may do long-term damage to their reputations — and their relationships with LGBTQ+ consumers.

“This is not a communications issue, it’s a business issue,” said Ben Finzel, president of public affairs firm RenewPR and co-founder of The Change Agencies. “This is about what your customers, your clients, your employees and your vendors think about your commitment to diversity and inclusion. And if you're not supporting Pride this year, they’re going to notice — and they’re going to remember.”

Finzel said the notion that a company can publicly support Pride when it's politically convenient and disappear when it’s not has real consequences. “It makes companies look like they’re pandering. That erodes trust. You don’t get credit from anyone for being flaky.”

He also emphasized that LGBTQ+ people, who for years have rallied around brands that celebrated their identities, are now reassessing their loyalties.

For Houdart, that shift could represent a broader turning point. “It’s a bit of a wake-up call for LGBTQ+,” he said. “We have relied on good will more than we have relied on power — and in the new world, power is probably more important than good will.”

He added that companies can no longer expect praise just for showing up once a year. “The community is much more sophisticated. They’re no longer satisfied with the bare minimum.”

Some companies, facing criticism for withdrawing support, have opted to donate anonymously to Pride events. For instance, after media coverage highlighted their retreat, certain corporations resumed donations but requested their names not be publicly associated with the events. Suzanne Ford, executive director of San Francisco Pride, told the AP that while some companies have returned as sponsors, they prefer to remain unnamed — reflecting a cautious approach amid political pressures.

Houdart cautioned that this year’s Pride pullback may be just the beginning. “Pride is just one thing,” he said. “It’s a visible moment, but what happens next year — when the scrutiny might be lower — could be worse. If companies don’t face accountability, there’s no incentive to show up at all.”

Still, he noted, the trend isn't global. “In some overseas markets, we’re actually seeing more affirmation from corporations,” Houdart said. “The US is not the whole picture.”

Kilbride said the commitment of companies that have remained is meaningful — especially those that have quietly contributed without turning their support into a marketing opportunity. “That kind of support helps us continue this work and shows who’s really standing with the community,” he said.


Photo courtesy of NYC Pride