San Francisco Pride has secured a new sponsor for the next two years, following a wave of corporate withdrawals amid ongoing attacks on diversity, equity, and inclusion (DEI) by Donald Trump.

In March, San Francisco publication SFist called out companies including Comcast and Anheuser-Busch for end their support for the event, calling the decision to back away “shameful fair-weather-friend behaviour in a time of frightening fascist action”. 

Without the sponsorship money, Pride can’t go ahead, SFist added.

But one brand isn’t afraid to stand up to Trump’s war on DEI programs and his administration’s targeting of trans people.

Treasury Wine Estates (TWE), one of the world’s leading luxury wine companies, has announced that its Squealing Pig brand will be the official wine sponsor of San Francisco Pride for 2025 and 2026. 

The two-year partnership will include a Squealing Pig wine lounge in front of City Hall both days of the Pride celebration for festivalgoers to enjoy. 

Sarah Bakx, president at BOLD Brands, a division of TWE, said of the partnership: “Squealing Pig is all about having fun, bringing a playful, optimistic, and inclusive spirit to wine, so San Francisco Pride is the perfect place to see that come to life. 

“We are thrilled for Squealing Pig to be part of the vibrant celebration of individuality and self-expression that Pride represents — it is everything our brand stands for.”

‘It is an honour to support a movement with a powerful legacy’

Squealing Pig was the official wine sponsor of the event’s “Pride for Breakfast” last year. It also sponsored Sydney Gay and Lesbian Mardi Gras for 2022 to 2024 and Sydney WorldPride in 2023. That same year the brand also ran an out-of-home advertising campaign titled “Summer of Love,” in conjunction with Manchester Pride in the UK. 

Elise Spangenberg, senior vice president of people and culture at Treasury Americas, a division of TWE, said: “Celebrating diversity and uplifting voices is more important than ever, and we are proud to bring Treasury Wine Estates’ values to life through our dynamic Squealing Pig brand as an official sponsor of San Francisco Pride.

“We are deeply committed to reinvesting in the communities we call home, and it is an honour to support a movement with a powerful legacy, one that reflects who we are, right in our own backyard.”

The theme of San Francisco Pride this year is “Queer Joy Is Resistance”. It is set to take place on 28 and 29 June. The SF Trans March is scheduled for 27 June.  

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