This Sunday’s edition (June 7) will have 14 trios, 6 less than in previous years; organization cites lack of corporate support for diversity
The 30th São Paulo LGBTQIA+ Pride Parade will be held this Sunday (June 7, 2026) with reduced private support and a smaller structure. This year’s edition has 4 brands as sponsors: Amstel, L’Oréal Group in Brazil, Amstel Vibes and Philip Morris Brasil, according to the organization.
The number represents a drop compared to 2025, when the public list of sponsors and supporters included 11 companies: Amstel, L’Oréal Groupe, Sephora, Vibes, Smirnoff, Philip Morris Brasil, Team, Zurich, Sympla, Pinterest and Accor, according to a survey by .
The 2026 Parade will also have 6 fewer electric trios. This year, there will be 14 trios; in 2025, there were 20. The organization states that the edition takes place at a time of “changes in corporate support for diversity agendas”, which translates into a reduction in business investments in the theme of diversity and inclusion.
POLITICAL THEMES
The 2026 edition has the theme “30 years Parada SP: The street calls, the ballot box confirms”. The organization’s proposal is to connect the mobilization on the streets to that of the LGBTQIA+ population.
The organizers claim that “the Parade has faced those who have tried to overthrow it since the first edition” and relate this movement to “a conservative wave that seeks to promote the rollback of conquered rights”.
The speech mentions the attempt to restrict the presence of young people and remove the event from public roads. The topic gained strength after the São Paulo City Council approved in the 1st round, on May 20, a project that restricts the participation of children and adolescents in LGBTQIA+ events and provides for acts of this type to be carried out in closed places. Read (PDF — 80 kB).
The gathering starts at 10am, on Avenida Paulista, in São Paulo. According to the (São Paulo LGBT Pride Parade Association), organizer of the event, the trios will pass on the odd side of the avenue because of works in the region. The public was advised to follow the program mainly along Haddock Lobo and Bela Cintra streets.
The association states that the Parade has been consolidated over 3 decades as an act of occupation of public space and visibility for the agendas of the LGBTQIA+ population.
NO CASH
The reduction in sponsorship also led artists to participate without their usual fees or only with support from operational and travel costs. They are in this group:
- Nugget;
- Diego Martins;
- Jup do Bairro;
- Diverse;
- Isma;
- Katy da Voz and As Abusadas;
- Boombeat;
- MC Soffia;
- MC Trans;
- Zumbicore;
- Dornelles;
- Melody.
The program will also feature Pabllo Vittar and Urias in Trio 13, from Amstel.
Amstel participates in the Parade for the 8th consecutive year as an official sponsor. The L’Oréal Group in Brazil appears as a co-sponsor for the 4th year in a row, while Amstel Vibes and Philip Morris Brasil appear as supporters.
ECONOMIC IMPACT
Despite the reduction in sponsorship, the Parade continues to have a relevant impact on the São Paulo economy. In 2025, the event increased hotel occupancy in the capital to approximately 80% and recorded an estimated average expenditure of R$1,900 per person, according to data released by the organization.
The 2026 edition also had an official warm-up at Festa Black, at Neo Química Arena, on June 5th. Part of the box office proceeds will go to APOLGBT-SP, responsible for organizing the Parade.
