SF Pride went into 2026 with a $300K hole from last year's corporate walkouts. It's filled. And the new donor list is a little different than you'd expect.

The 56th annual SF Pride Celebration runs today at Civic Center Plaza, 11 a.m.–6 p.m., followed by the parade Sunday morning at 10:30 a.m. down Market Street from Beale. Both events are free.

What's different this year: the money. In 2025, SF Pride lost Comcast, Diageo, and Anheuser-Busch in a wave of corporate DEI withdrawals tied to the Trump administration's anti-DEI push — leaving a $300,000 hole in its budget. According to a Mission Local report published Friday by Annelise Bowers, the organization is back in the black for 2026, with director of sponsorships Nguyen Pham calling this year's outreach response "better than 2024."

Diageo and Anheuser-Busch haven't returned. Filling the gap: long-time partner Kaiser Permanente, the San Francisco Opera, and — in an arc Bay Area coffee drinkers will remember — Philz Coffee, the chain that spent April embroiled in a controversy over removing Pride flags from its stores before publicly reversing course. Now Philz has its name on a parade float.

Not everyone is on board with the corporate sponsorship model. Boof Pride, a queer-led underground collective launching its first-ever Pride Weekend party this year, critiqued the main event as a "managed cultural event" brought to you by "your bank, your airline, your health insurance provider." Their lineup — headlined by Brooke Candy and NENE H — runs a different direction than the main stage. Tickets are $92.95 (financial assistance available via their site); venue details on their event page.

The parade is Sunday. If you're going, take BART to Civic Center; Market Street will be closed to vehicles from Beale to 8th most of the day.