Pride London have announced supermarket giant Tesco as a Gold Sponsor of WorldPride
The company, which is the third-largest retailer in the world, is
pledging a significant sum and has also offered to run a family
area at the event.
The company joins Headline Sponsor Smirnoff as top tier supporters
of the event.
Tesco signed the deal this week as Pride
London announced the first details of its plans for next year's
landmark event. The funding will make a contribution towards
the £800,000 cost of running the event, helping to ensure that it
remains entirely free for those attending, unlike other Pride
events around the UK which have opted to introduce an element of
charging for attendance.
As part of the deal, Tesco will once again operate a family area
which will provide families attending the event with a safe,
relaxed and chilled out space featuring family-friendly
entertainment and activities to keep our younger guests amused. The
area was a huge success when it was first introduced at last year's
event and is expected to be bigger and better in 2012.
Explaining the reason behind their decision to partner with Pride
London, Andrew Higginson, CEO of Retailing Services at Tesco said:
"We're very pleased to be sponsoring WorldPride 2012, following our
extremely successful presence at Pride London 2011. Tesco is the
UK's largest private employer, and a very diverse international
organisation where everybody is welcome."
Speaking about the agreement, Paul Birrell, Chair of Pride London
"WorldPride 2012 will be bigger, better and longer than any other
Pride event has ever been but running the largest un-ticketed event
in Europe does not happen for free. Whilst Pride is organised
entirely by volunteers it costs in excess of £800,000 to run each
year. We are proud that Pride London remains a free event for
everyone to enjoy but this is only possible because of companies
like Tesco and their generous support."
The announcement sees Tesco join Smirnoff, who have already been
signed up as the events headline sponsor.
Further sponsorship opportunities are however still available,
with more major agreements to be announced over the coming
WorldPride parade will take place on 7 July 2012.