Pride Toronto loses key sponsors like Google and Home Depot, but vows the 2025 festival will go on, celebrating resilience in Canada’s 2SLGBTQ+ community.
Major Sponsors Withdraw, But Pride Toronto Pushes Forward
Pride Toronto, one of Canada’s most celebrated 2SLGBTQ+ festivals, is facing a significant challenge this year as two major sponsors—Google and Home Depot—have decided to withdraw their support. Another sponsor, Merck Canada, has also reduced its financial contribution, according to executive director Kojo Modeste.
Despite these setbacks, Modeste assures the community that the festival, set to begin in June, will continue as planned. “It is sad,” Modeste shared, “not just for us as an organization, but for the artists and the community that look forward to everything Pride has to offer.” With over 300 artists, most of them Canadian, already committed, Pride Toronto is determined not to scale back.
Sponsors Cite Shifting Priorities
Home Depot confirmed its decision to step back, stating it regularly reviews its charitable commitments and will not be sponsoring the event this year. However, the company emphasized its ongoing support for Pride activities across Canada and expressed interest in future collaborations.
Nissan Canada and Adidas have also not renewed their sponsorships, while The Abnormal Beauty Company and Tim Hortons have reduced their contributions. Nissan Canada attributed its decision to a re-evaluation of marketing priorities and budget for the new fiscal year.
Community Resilience in the Face of Challenges
The loss of sponsorships comes amid a broader trend of companies reconsidering their support for diversity, equity, and inclusion initiatives. Modeste noted that earlier this year, three other major sponsors also withdrew, possibly due to backlash against DEI programs.
Despite these financial hurdles, the spirit of Pride remains unbroken. Artin Avaznia, a solo dance artist producing “Underground Pride” at the Drake Hotel Underground, highlighted the resilience of the 2SLGBTQ+ community. “We always rise,” Avaznia said. “They could pull out their money, but that won’t erase our impact on culture.”
Rallying Support for Pride Toronto
With reduced corporate backing, Pride Toronto is now appealing to individuals, local businesses, and all levels of government for support. Modeste is confident that Canadians will step up: “The 2SLGBTQ+ community has been in worse positions and we did not stay there. I believe Canadians will come forward and show up for Pride Toronto and other Prides across Canada.”
Festival Theme: “All In” for 2025
This year’s festival theme, “All In,” is a call for unity and solidarity. The event will especially highlight the transgender and non-binary community, inviting everyone to stand together for a future where all Canadians can live authentically.
Pride Month kicks off June 1 in Toronto, and organizers are encouraging the public to come out and show their support. As Modeste puts it, “We do have a plan in place. Don’t be worried. Pride will go on.”
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