A spokeswoman for the event confirmed that American Express did not apply to be a participant in this year’s parade.
When asked if the company had also stopped sponsoring the event, American Express declined to comment.
This signals a U-turn in the company’s support of the city’s pride event, one of the biggest in the UK.
In 2024, a quote from Keith McDonald, co-sponsor of the American Express Pride Colleague Network, appeared on Pride’s website to say the company was “immensely proud of our continued backing of Brighton and Hove Pride”.
“This year marks the 11th year that our colleagues will participate in the Community Pride Parade,” the quote said.
In 2023, a post on American Express’ Instagram page said it was “fantastic” to see “Amex Pride+ Colleague Network” at Brighton Pride.
In the first few days of the second Trump Administration in January this year, the president signed three executive orders seeking to end diversity, equity and inclusion (DEI) programs in the public and private sectors, declaring them “illegal and immoral.”
In the wake of this, several major American companies announced they would scale back their commitments to diversity.
LGBTQ+ activists claim Trump’s anti-DEI campaign has led companies to pull financial support for pride marches across Europe.
This year’s Pride celebrations are taking place on Saturday, August 2, and Sunday, August 3.
The festival will kick off with the annual community Pride parade, starting from Hove Lawns at 11am, under the theme of “ravishing rage” – a celebration of resilience, spirit, passion and unity.
The parade showcases over 100 charities, community groups, emergency services, representatives from the NHS and other Pride organisations and small businesses.
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