San Francisco Pride, one of the largest and most prominent LGBTQ+ celebrations globally, is seeking alternative funding sources after several longstanding corporate sponsors pulled their support ahead of this year’s event.
The decision by several sponsors to step back has left a significant gap in funding, with the celebration now facing a $300,000 shortfall of the $1.2 million needed to fund the event. On Saturday, local news station KTVU reported that five major corporate sponsors, including Comcast, Anheuser-Busch, Diageo, and La Crema—owned by Jackson Family Wines—have opted out of supporting the event this year.
Suzanne Ford, the executive director of SF Pride, expressed concerns over the financial impact of these sponsor withdrawals. She told KTVU that the loss of these partners was a critical blow to the organization, which relies on corporate backing to stage the annual pride festivities. “The tone has changed in this country,” Ford said. “Businesses already hedge their bets, and I think people who, this isn’t their hard-core value of their corporation, maybe they’re rethinking their investment.”
Ford further suggested that political pressures, particularly from the Trump administration’s stance on Diversity, Equity, and Inclusion (DEI) programs, might have influenced corporate decisions. However, Ford also acknowledged the broader impact of the national political climate on corporate decision-making, especially concerning diversity and inclusion commitments.
The annual event, which draws thousands of attendees from across the country and around the world, is scheduled to take place on June 28-29. Despite the funding concerns, SF Pride organizers have committed to holding the event. However, the details of what this year’s celebration will look like remain unclear as the nonprofit works to secure new financial backing.
In response to the reports, La Crema’s parent company, Jackson Family Wines, clarified its position. Janel Lubanski, public relations director for La Crema, issued a statement stressing that the company’s decision was not politically motivated. Lubanski explained that logistical challenges were the primary reason for the reduced involvement. The company, which has supported SF Pride for several years, will not be activating in the same capacity as before, particularly regarding their popular pop-up tasting room.
“While we won’t be able to participate in the same way we have in the past, we are still hopeful to find a way to partner and contribute to the event,” Lubanski said. “We’re not stepping away from our support of the LGBTQ+ community. However, like many in the wine industry, we’re facing challenges and have had to make tough decisions about where and how we can show up.”
The withdrawal of key sponsors underscores the increasing financial pressures facing many nonprofits, especially those reliant on corporate sponsorships. The changing political and social climate in the United States, coupled with a difficult economic environment, has left many companies re-evaluating their charitable contributions, especially when it comes to high-profile events like San Francisco Pride.
Ford acknowledged these financial pressures, stating that while the event will continue as planned, it will require careful planning to ensure that it can still deliver the impactful experience for which it is known. “It’s a critical time for us,” Ford remarked. “We have always relied on these partnerships to help make the event possible. Without that support, we are forced to be more creative and look for alternative ways to fund this celebration of diversity.”
The situation also highlights a broader trend of companies adjusting their philanthropic efforts in response to a shifting political landscape. Companies that previously supported LGBTQ+ events and causes are now reconsidering their involvement, likely due to concerns about backlash from certain political groups or consumer segments.
Despite these challenges, SF Pride is committed to making this year’s event a success, with Ford noting that the nonprofit will continue to engage with both new and existing sponsors in an effort to bridge the funding gap. “We are in talks with several potential new partners, and we are confident that we will find the resources we need to make this event happen,” she said.
San Francisco Pride, which has long been a cornerstone of LGBTQ+ activism and visibility, has become more than just a parade in recent years. It serves as a powerful platform for advocacy, education, and celebration, drawing attention to the ongoing fight for LGBTQ+ rights. The annual gathering is a major cultural event, attracting visitors from across the globe to witness its vibrant celebration of diversity and inclusion.
As SF Pride navigates these financial challenges, the hope is that it will continue to serve as a beacon for the LGBTQ+ community in the Bay Area and beyond. However, with corporate backing now uncertain, the organizers must act swiftly to ensure the event’s success.
While it remains to be seen how SF Pride will adapt, the dedication of its organizers to preserve the event is clear. With support from both longtime allies and new partners, San Francisco Pride is poised to continue its legacy as one of the world’s largest and most influential LGBTQ+ celebrations.
