Pride organizations are adjusting to operating without some longtime sponsors after again struggling to secure big brands’ support for their annual events celebrating LGBTQ rights. Major names like Marriott, L’Oréal and Red Bull continue to serve as top-level backers, and some Pride organizers say they are still in negotiations with potential sponsors ahead of June programming. But other marketers have reduced their commitments or opted out entirely. And most brands that withdrew funding in 2025 haven’t come back at the same level, if at all. “We’re not going to return to 2019, where we had much bigger levels of sponsorship prepandemic,” said…

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