Firms boost spending on LGBTQ events, causes | Arkansas Democrat Gazette

Firms are boosting spending on LGBTQ+ events and causes this June, signaling a rebound after years of retreat amid anti-DEI backlash. Mastercard is expanding spending, including paying about 100 employees and executives to march in Pride events this year. American Eagle Outfitters is increasing contributions to LGBTQ+ causes, while Levi Strauss & Co. donates 100,000 to Outright International and honors queer motorcycle clubs with new apparel. NYC Pride reports stronger sponsorship activity, with nearly a dozen more sponsors than last year after a 750,000 shortfall in 2023 when donors pulled back.

Analysts say sponsorships are returning but with lower visibility than the early 2020s and are often driven by marketing rather than politics. Target has rejoined as a publicly listed platinum sponsor after a quieter year, and Skyy Vodka remains a sponsor of NYC Pride and other events. Still, sponsorship levels lag pre-pandemic, and many brands prefer anonymity. The broader political climate under President Trump—who signed executive orders in early 2025 targeting DEI programs and pronoun-use guidance—continues to shape corporate risk and philanthropic decisions.