Hard sell

As L.A. Pride embraces anti-Trump resistance, advertisers head for the exit

Los Angeles Pride will take on a decidedly more political atmosphere this year, and that has some big-name advertisers opting to sit 2017 out.

In March, local LGBTQ activists succeeded in making official changes to this year’s L.A. Pride lineup. Instead of a celebratory parade — the norm at major Pride festivals — there will be a march against the Trump administration’s threats to LGBTQ rights, to immigrants, to people of color, to the environment — you name it.

That tension — plus the absence of gogo boys and general gaiety — is enough for advertisers to flee, reports FourTwoNine.

Related: It’s official! LA Pride parade canceled, replaced with protest march

“Community members are behind this, but the corporate community is somewhat dubious and nervous about it,” march organizer Brian Pendleton said. “I find it amazing that we’ve been able to get corporations on board with the celebratory frivolity of a parade, but when it comes to standing up for human rights, it’s making them a little bit nauseous.”

The flip side of the argument is that many of the large corporations typically courted by big Prides have policies to not support political events. However, there’s more than a little irony here given that Pride is rooted in a history of protest and defiance.

According to the march organizers’ mission statement:

Just as we did in 1970’s first LGBTQ+ Pride, we are going to march in unity with those who believe that America’s strength is its diversity. Not just LGBTQ+ people but all Americans and dreamers will be wrapped in the Rainbow Flag and our unique, diverse, intersectional voices will come together in one harmonized proclamation.

Pendleton, for one, doesn’t seem all too concerned about the stifled sponsorships.

Related: It’s happening: Major LGBT march on Washington set for D.C. Pride weekend

“We’ve had individuals write us checks for $10,000, $15,000,” he said. “The community is behind us.”

Only one sponsor, Nissan, has committed to maintaining its sponsorship this year.

With nearly two months until the event, we may also see new sponsors popping in because of the political angle this year. Either way, it should be an interesting June.

The L.A. Pride Resist March will take place on June 11.

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  • 1EqualityUSA

    Fair weather friends.

  • natekerchel

    We don’t need them – never have. They only ever became involved when they realised the huge revenues to be gained from courting lgbt people. Pride was set up as a protest and pressure organisation – not as a picnic organising group. In these dangerous times for us we should remember the lessons from the early days – we got where we are today by protesting challenging and fighting and we should be as aggressive in our own defence as our enemies are in their attacks.

    • 1EqualityUSA

      88 down, 1,372 to go unless he’s impeached, don’t you know.

  • KaiserVonScheiss

    Haha. “Am I out of touch? No, it’s the people who are wrong.”

    Maybe the corporations don’t see the point in supporting something blatantly political that will only cause division with customers. A lot of people voted for Trump, and despite the left’s narrative, they ain’t all bigots out to get you.

    • Notright

      I wish these posts had a like button

    • 1EqualityUSA

      There were people saying negative stuff to those protesters too. There’s nothing new under the sun.

    • Juanjo

      The original reason for Pride was to celebrate the riot in New York against oppression of the gay community. The original pride marches were highly political and not merely a drunken street party. It was not until later that corporations showed up and offered huge amounts of money to turn those political events into the giant street fairs full of drunken, scantly dressed gym bunnies and twinks they are today. As for out of touch, yes you are. The fact a lot of people voted for the orange Howler Monkey is no reason for the gay community to support that sack of shit or the people he has in his administration.

  • Mo Bro

    It isn’t about “human rights.”
    It’s about throwing a temper tantrum, and no once can blame corporate America for being reluctant in putting their brand on such a display.

    • Goforit

      Mo Bro
      ‘It isn’t about “human rights.”
      It’s about throwing a temper tantrum” Really? Was the Boston tea party a temper tantrum? Or Stonewall, the march on Selma, the suffragette movement, the White night riots or even BLM? It is about “human rights”. People standing up for their right to be treated equally.

    • 1EqualityUSA

      Given human nature’s consistency, it is highly probable that there were those who said the same things, with the same intonation, with the same disdain as the trolls here for all of those protests.

    • Mo Bro

      If you’re really going to compare an anti-Trump dance to the Boston Tea Party or the March on Selma, then your delusion is so strong that common sense will never permeate your skull.

    • Juanjo

      I see trollbro is at it again. I am amused at his pathetic attempt at a riposte regarding the Boston Tea Party, Selma, White Night, or Stonewall. Basic rules of debate trollbro – you cannot shift the burden. You say there are different, then by all means substantiate your claim.

      My point with your pathetic nonsense is that what is now Pride and essentially a drunken street party with scantily dressed twinks in booths selling lube, porn, and assorted other products to the crowd was originally a series of marches in various cities organized after the Stonewall Riot which was itself a very violent event sparked by oppression of the gay community – especially the more vulnerable, minority drag members of the community. For many years those marches were highly political and speaker after speaker attacked local, state, and federal officials and politicians over actions being taken.

      Corporations came in later to offer lots of money for the opportunity to sell their brand or products to the gay community. It was highly criticized then and in some places still is. I don’t think we are having an event to benefit the corporations. They do not want to be there, then by all means they should leave. Personally I do not know why you bother to comment. It is not like you have ever been to Pride anywhere since you are a troll who is not even gay.

  • Nowuvedoneit

    Brands are not afraid to against Trump, Target being one. I think it just has to go with that there not being placed to hock their stuff. It’s a smaller event.

  • IDoNotHaveToAgreeWithYou

    Left wing extremists have taken over liberalism and the democratic party and everyone but gays are now running gay rights. So guess what, it’s not just the sponsors leaving it’s many gays too. You’ve put the same idiots in charge than ran off democratic voters and got Trump elected. Illegals and the BLM terrorists have nothing to do with gay rights. They are criminals. Intelligent brands don’t want to be associated with criminals. Clearly the gay brand isn’t that bright these days.

    • Mo Bro

      It truly makes a statement when the gay establishment treats those of us who don’t subscribe to their politics like pariahs.

    • Juanjo

      Lovely opinion and I see your sock puppet is in complete agreement. Now let us all know when you have facts to support it.

    • antgalva

      agreed :)

    • IDoNotHaveToAgreeWithYou

      Here’s a fact, most American want illegals gone. And here’s another fact both Obama and Trump are doing the job in record numbers. Oh and we see the BLM thugs haven’t been attacking anyone in the streets lately now have they? Even the republicans get some things right.

    • o.codone

      I voted for Trump to keep the Muslims out of the gayborhood. What’s wrong with that? Just like Brexit, the Trump election was largely about immigration. The muzzies are coming for gays, and they know where we live. Wait until you see the kind of intolerance THEY have for gays. Pride will not even be a political protest, it will end.

    • MediaGuy

      Where’s the list of the sponsors who backed out? I’m curious. Also, it serves LA right to lose sponsors because there is no place for extremist, partisan politics at pride. Pride is supposed to be inclusive, but these gay freaks in LA have pushed me out. I voted for Trump and will do it again. Get smart girls, everything is on the line.


    Yeah fück Trump and his agenda…but who’ll be calling the shots behind THIS march and what is THEIR agenda?

    By all means have your own intersectionalist march but don’t fücking coopt Prides and dictate who can and cannot march, such as cops, including black gay cops. Because all cops are evil, right? Like that straight cop who twerked with the gay guy at pride, and recently died of cancer. Yeah, pure evil — by their twerk ye shall know them! Probably because cultural appropriation or something. Progress like that didn’t come about by accident.

    But hey who care about individuals, it’s all about the “the system” man! ALL authority is evil and is in the service of hegemonic cis-white-hetero-patriarchal capitalism! Destroy the system man!

  • Notright

    I’m so tired of hearing about Trump. I get it he sucks but sometimes I just want to celebrate with my friends and not hear peoples political opinions. Also I’m not sure the left is the best option for us anymore anyway. A lot of gay left activists I meet are basically communists and as a business owner I’ll never support that.

    • 1EqualityUSA

      What a load.

    • natekerchel

      Oh dear – trying to resurrect McCarthy?

    • Juanjo

      looks like someone needs to learn a little about how that Pride event was started and who it was who started it.

    • IDoNotHaveToAgreeWithYou

      Illegals and black terrorists didn’t start it. They have no place in the movement now. Neither does one thing for gays but drag us down.

    • 1EqualityUSA

      The reason the Gop is so dead set on deporting, the fear the voting bloc in 25 years.

    • Notright

      Why shouldn’t those who come here illegally be deported? If I enter into your home without your permission should I not be removed?

  • sydboy007

    So the same groups supporting the Google advertisement ban suddenly not so happy when the same focus is set on them

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