Several major corporate sponsors have pulled out of Toronto Pride celebrations following Trump administration DEI rollbacks, and community members have mixed feelings.
Pride Toronto, the organization behind the country’s largest 2SLGBTQ+ Pride parade, has lost several American sponsors.
The organization’s executive director, Kojo Modeste, told Queer & Now that the sponsors shared different reasons for ending their support.
“Some said that it’s as a result of financial constraints,” Modeste explained on Thursday. “We also heard that [it was due to] a shift in mandate or shift in priorities.”
The director shared that while these reasons are left open to interpretation, it’s difficult not to see a connection between ongoing conversations about diversity, equity and inclusion stateside.
“When I look at what is happening in the U.S. as a result of President Trump’s executive order against the trans community, against diversity, equity and inclusion work, I honestly believe that it has a direct connection to this,” he said.
Modeste would not share which sponsors have pulled out of the parade, saying that there is still hope that these organizations will eventually return as sponsors of Toronto’s annual Pride festivities.
Modeste shared that there are several changes to the plans for Pride 2025, including cancelling the Island Party signature event, and a stage at the Pride festival. But this is not just because of the sponsors pulling their support.
“It’s also the cost of putting on the festival. So, the cost of putting on the festival has increased significantly,” the director explained, adding that while it did operate at a deficit in 2024, the organization was able to cover those costs using existing reserve funds.
Despite the latest developments, Modeste explained that many corporate sponsors are returning to show their support for queer communities this year, including TD and OLG.
The director also shared that Pride is in communication with sponsors and all levels of government to ensure that the festival receives adequate support.
“We are a resilient community. We have been there before, and strongly believe that this is only another phase that we will overcome.”
WHAT’S TRUMP GOT TO DO WITH IT?
In Donald Trump’s first week in office for his second term as President of the United States, he signed two executive orders that rolled back various diversity, equity and inclusion (DEI) programs, initiatives and policies, and another regarding gender identity. He also ordered all federal DEI staff be put on leave and eventually laid off, and all public-facing webpages about DEI be removed.
While a Supreme Court Judge has (for now) blocked executive orders related to ending government support for DEI initiatives, after Trump signed the orders, a slew of huge American companies, including Google, Pepsi and Target, cancelled or scaled back their DEI programs.
Meanwhile, last week the White House shared a social media post claiming that DEI is dead under the Trump administration.
“We’ve killed DEI… We’re bringing meritocracy—the American way—back,” the administration wrote on various platforms on Feb. 20.
And the fallout has since spilled over to our side of the border.
ONLINE REACTION TO SPONSORS DROPPING OUT
In light of these recent events, Modeste shared similar opinions held by many members of the 2SLGBTQ+ community: Pride is as important today as it was during the 1969 Stonewall riots.
“Because… when we see the kind of executive orders that are coming out of the U.S., when we see some of the legislation that is being proposed in Alberta and other provinces, we know that this fight continues and we cannot sleep,” Modeste said.
“Pride needs to continue to be a voice for not just queer folks in Canada, but across the globe where their voices cannot be heard. Pride is a voice for the voiceless.”
MPP for Toronto Centre, Kristyn Wong-Tam, who shared that they have spoken with Modeste, standing firm in their support of Pride Toronto.
“Pride Toronto is a treasured community organization that was founded through grassroots rallies,” Wong-Tam said on X.
“Many queer and Trans folks in our community in Toronto Centre and across Ontario formed core memories at Pride Toronto. This event brings out the best in us. No sponsor should be pulling out funding from the festival simply based on the fact that another country’s government is pressuring them. That is a betrayal to all 2SLGBTQIA+ folks.”
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Following the news, , there have been mixed reactions online. Some people agree with the sponsors’ decision to drop out, while others have shared feelings that Pride happened long before corporate sponsors were involved, and will continue regardless.
“Pride started as a protest and there is more than ever to protest this year,” one Redditor said.
“Pride in principle has always been a protest and show of support for the LGBTQ+ community and their right to merely exist. Right now it’s more important than ever to show the community that we have their backs,” another person posted.
While some people feel this is an opportunity for Pride to return to its community-led roots.
“I, for one, am proud to hear Pride Toronto has lost corporate sponsorships,” one person posted on X. “Pride has become too heavy on corporate branding and has moved away from its political roots to support diversity. It needs to go back to its roots.”
“Feel like this is a blessing in disguise because corporate sponsorship has in some ways been detrimental,” said another person, giving the heavy corporate presence in the annual parade as an example.
Modeste says that while the grassroots elements of Pride are important, the economic impact of the festival is also crucial for many queer artists and business owners.
“The aspects of grassroots movement, that part of Pride will never be missed, will never be lost, because we continue to have our very grassroots Dyke and Trans rallies,” the director explained, saying that many queer artists and businesses make a large portion of their income during Pride events.
“I think it’s making sure that we’re not throwing out the baby with the bath water, but we’re continuing to work for Pride on a holistic approach.”
