Pride Toronto insists it's 'full steam ahead' after corporate sponsors jump ship

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Executive director Kojo Modeste said Pride Toronto is disappointed that two more sponsors — Google and Home Depot — have dropped out in the last month, but that the setback shouldn’t affect this year’s festivities that launched Monday night with the raising of the Pride Month flag at City Hall.

“We already have our commitments with our artists and so for 2025, we’re full steam ahead and we do hope that we will able to recover some monies where the shortfall is,” said Modeste. “At this time, there is no additional changes to the festival.”

Next year, said Modeste, is still “definitely up for debate right now in terms of what we can expect next year in terms of changes.”

The non-profit first heard about Google’s withdrawal May 1, while Home Depot’s decision was disclosed to them May 28. Modeste said neither sponsor said why those decisions were made.

Modeste said the loss of the two sponsorships amounts to $77,000. “It’s $47,000 for Google and $30,000 for Home Depot.

“It was more disappointed (than surprised) with the timing of the withdrawal. We had a verbal commitment from Google, but we also had an email confirming Home Depot would be returning as a sponsor.”

In a statement to the Toronto Sun, Home Depot said: “We work with an extensive network of nonprofits made up of thousands of local and national organizations to amplify our support to the communities we serve. We continually review our nonprofit giving and decided not to contribute to this event this year with no agreement in place to do so.

“We continue to participate in Pride activities throughout Canada and look forward to working with Toronto Pride on future opportunities.”

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Modeste said Pride Toronto is looking at a $700,000 overall shortfall due to other corporate sponsorship losses or funding reductions in recent months. He sees it as part of a trend with a lot of non-profits in North America fearing backlash from the Trump administration in the U.S.

“Speaking to some of my colleagues in the U.S., they’re seeing the same thing,” said Modeste.

“I believe that a lot of this has to do with the decisions coming out of the White House, I think, with regard to the queer community. These American-based companies are strongly afraid of the backlash that they will receive from the current administration.

“It also sends a very clear message as to who is with us genuinely versus those that are in just as a window dressing. You know, who are these corporate sponsors? Who are pink-washing? Who are those that are just there for the performance? It’s a very performative act. They’re only in it when it’s ‘pretty.’ But now because it’s less pretty in the U.S., folks are turning away.”

Modeste confirmed the City of Toronto is providing a $90,000 grant for 2025 through its the Cultural Festivals Funding Program in addition to the $260,000 it already approved for a total of $350,000 to date.

Pride Toronto is the largest festival of its kind in North America, second only in the world to Brazil with three million people expected to visit the city in June and the Pride Parade final weekend drawing about two million people.

“For individuals, corporations, Canadians who have not donated in the past, this is great opportunity and maybe they would like to support and can reach out,” said Modeste.