7-Eleven will not be the primary sponsor of Copenhagen Pride this year, but will continue its support by selling Pride bracelets and donating all proceeds to the organization. This decision follows a previous year where Copenhagen Pride experienced a significant loss of sponsors and a decrease in parade attendance.

Jesper Østergaard, CEO of 7-Eleven Denmark, characterized the change in sponsorship level as “undramatic” in a written statement. He emphasized the company’s long-standing support for Copenhagen Pride, spanning 11 years.

Benjamin Hansen, chairman of Copenhagen Pride, echoed this sentiment, describing the adjustment as a normal part of annual partnership discussions. He acknowledged the increasing challenges in securing sponsorships due to the global climate and pressures on diversity and inclusion initiatives.

Last year, Copenhagen Pride faced a considerable setback when numerous sponsors, including Novo Nordisk, Mærsk, Google Denmark, Danske Bank, and DHL, withdrew their support. This exodus occurred after the parade announced it would inquire about sponsors’ involvement and interests in Israel and Palestine, requiring a “satisfactory answer” for partnership eligibility. These companies are also not supporting the pride this year.

In addition to the loss of sponsors, Copenhagen Pride also experienced a decline in participation. Police estimates indicated that 15,000 people attended the 2024 parade, a significant drop from the 35,000 participants the previous year.

Despite these challenges, Benjamin Hansen stated that Copenhagen Pride is making progress in securing new sponsors.

Copenhagen Pride is an annual festival dedicated to promoting the rights of LGBT+ individuals, encompassing various sexual minorities and gender identities. The festival’s highlight is a large parade through Copenhagen, scheduled for Saturday, August 16th, this year.