‘Less tangible for brands’: Marketers pull back from Pride Month sponsorships

On June 30, 2019, more than 100,000 people marched and danced down Manhattan’s 5th Avenue during the NYC Pride March. This year, a parade won’t take place despite the celebrations marking a milestone 50 years since the first New York City Pride celebration. Instead, NYC Pride will broadcast on local TV. Pride Month has become an economic engine, with brands pouring money into sponsorships for the many celebrations that normally take place nationwide. But with lockdown orders still in effect in many states — and large gatherings banned most places — Pride Month in 2020 will be far different. Large events in major cities, from New York to San Francisco to West Hollywood to Miami Beach, have been cancelled or replaced by virtual celebrations.

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