LA Delight, with its annual parade happening the center of Hollywood subsequent month, is bucking a national trend by holding onto its company sponsors as manufacturers like Mastercard, Budweiser, PepsiCo, and Citi divest from comparable occasions in main U.S. cities.

The day-long competition, scheduled for June 8, lists Delta, Coca-Cola, Casamigos tequila, Mac cosmetics, Sony Photos, AEG, L’Oreal, Honda, the National Football League, and at the least a dozen extra corporations on its sponsor roster. Toyota didn’t renew a three-year deal that had expired, however was changed by one other model, organizers stated.

The occasion, which drew greater than 130,000 attendees in 2024, has comparatively the identical variety of backers—and the identical whole finances—as in earlier years, in keeping with Kareem Cervantes, vice-president of the board of administrators of organizer Christopher Avenue West. 

The information comes as Delight parades in cities equivalent to New York, San Francisco, St. Louis, Washington D.C., and others have seen their accomplice lists shrink amid a public pull-back of company help for the lesbian, homosexual, bisexual, transgender, and queer communities.

Leaders at Christopher Avenue West say LA Delight’s 55-year legacy could also be one purpose for the model stability, together with the purpose of constructing long-term relationships with companions through an help from company A&Co.

“We consult with ourselves because the elder Delight,” Cervantes informed ADWEEK, noting that the occasion has had time to develop its infrastructure. “Now we have historical past on our facet.”

Niecy Nash and Jessica Betts are among the many well-known grand marshals of this yr’s LA Delight parade.

Further model backers—Stoli vodka, Ugg, Nordstrom, and a number of native civic, well being, and cultural organizations—will participate within the parade and its accompanying Delight Village avenue truthful.