The Pride Parade Marches On: Loud, Proud And Unbought

With Pride Month concluding, the LGBTQ community has seen brands such as Target, Visa, Walmart, Amtrak, Boeing, Citi, Nissan and Pepsi pare their donations and sponsorships. The cuts resulted from risk assessment by corporations responding to political pressure after the Trump administration halted federal diversity, equity and inclusion programs.

Still, the parades have continued, some say with a renewed sense of fervor and purpose. “The corporate exodus that has sent Pride organizers scrambling for alternative funding sources could be a blessing in disguise, paving the way for more meaningful celebrations,” said Slate senior writer Christina Cauterucci in her article, “The End of the Rainbow.”

“Queers in big cities are already hosting massive events with minimal operating costs and no sponsors,” Cauterucci continued. “They’re called Dyke Marches, and they run on volunteer labor, community fundraising, and a lot of nerve.”

Observed annually in June, Pride Month commemorates the June 1969 Stonewall Uprising in New York City, a pivotal moment in the LGBTQ rights movement. The Christopher Street Liberation Day March, held on June 28, 1970, marked the event’s first anniversary in New York City. The event was also celebrated in San Francisco, Los Angeles and Chicago.

New York City’s Pride March Returns To Protest Roots

This year’s New York City Pride March will be held on June 29—it’s among the world’s largest. The theme, “Rise Up: Pride in Protest!”, harkens back to Stonewall’s origins, when demonstrators fought back against a police raid. The New York City event will also hold Youth Pride on June 28, a “block party-style, queer-affirming celebration of LGBTQIA+ youth and their families and allies,” according to the event website.

“At a time when trans youth are under attack, we’re honored to kick off Youth Pride with a Rise Up Rally to Protect Trans Youth co-led by our incredible partner and 2025 Grand Marshal Trans formative Schools.”

Not all corporations have cut associations with Pride Month. Not surprisingly, upscale clothing lines are largely on board. The 2025 Levi Strauss & Co. campaign, “Meet You In The Park,” enlists musicians, chefs, artists, and entrepreneurs to help roll out its Levi’s Pride collection, parade sponsorships and donations to organizations. Calvin Klein’s “This is Love” clothing collection includes a denim jacket with rainbow stylings.

Diesel and the Tom of Finland Foundation have teamed up for their fourth annual Pride collection. It includes the Finnish artist’s works of masculinized homoerotic art, and “polaroids from the foundation’s parties and events, come to life on genderless pieces,” states the Diesel website. Selections include t-shirts, underwear and hoodies.

Hotels Host Live Shows And Art Exhibits

Avani Hotels & Resorts, a brand with properties in over 20 countries, has chosen five locations to celebrate Pride. On June 7, Avani+ Riverside Bangkok hosted a “Drag Up The Past” event, paying tribute to queer musical artists. The hotel is also hosting a Pride Month art exhibition through June 30. Also in Bangkok: the Avani Sukhumvit and Avani Ratchada have hosted events. The hotel brand will close out the month with music, fashion, and live shows on June 28 at its Avani Chaweng Samui property in Koh Samui, Thailand, followed by a drag gourmet event on June 29. Avani’s Amsterdam and Milan properties are also taking part.

“Pride isn’t just a celebration, it’s a celebration of progress,” says Rebecca Hall, Avani’s PR and communications director. “At Avani, we support every person’s right to be seen, loved and celebrated exactly as they are.”

Rounding out the year, Pride celebrations are being held in Toronto (June 26-29), which is Canada’s largest such festival, Madrid (June 27-July 5), Taipei (October 25-26) and Johannesburg (October 25), among others.

This year, EuroPride was held in Lisbon, Portugal, from June 14-22. Tens of thousands from across Europe gathered in the coastal capital for the parade, the week’s highlight. EuroPride is hosted by a different European city each year. Amsterdam will host EuroPride 2026, and Turin (Torino in Italian) will host in 2027—“a loud signal to the Italian government” given recent pushback against LGBTQ rights, according to the European Pride Organizers Association. The northern Italian city captured more than half of votes, with the UK’s Gloucestershire coming in second.

“Pride organizations from across Europe have sent a strong message to the Italian government led by Georgia Meloni, that the rollbacks on LGBTI+ equality and human rights must be stopped,” stated the European Pride Organizers Association.