Sponsorship challenges for Palm Springs Pride; local groups boost contributions

PALM SPRINGS, Calif. (KESQ) – Palm Springs Pride is just weeks away, but organizers are facing a familiar problem. While the celebration isn't facing as big of a hill to climb as last year, significant sponsorship shortfalls are still expected for 2026's event.

As this happens, local groups, like PS Resorts, announced it would expand its sponsorship of Palm Springs Pride. The organization announced Monday it would more than double its contributions this year.

Jasmine Sullivan-Waits, the Executive Director of Greater Palm Springs Pride, spoke with News Channel 3 on Monday after the announcement.

Sullivan-Waits took us through the numbers. She explained in 2025, sponsorship reductions directly led to roughly $240,000 in shortfalls. As it stands now, she said 2026 would lead to close to $100,000 in losses.

It's not just a local problem; pride events across the country are seeing similar impacts. Other major LGBTQ+ pride celebrations have borne the brunt of widespread reductions in traditional corporate sponsorships. Pride organizers have said political polarization and shifting Diversity, Equity, and Inclusion (DEI) policies are leading to pulled funding and less visible sponsorships.

As other pride events across the nation shrink or cancel their presence altogether, a larger crowd is expected to gather in Palm Springs this year. An additional 20,000 attendees are forecasted ahead of the event by the organizers. That's on top of the 200,000 that usually make their way to Palm Springs for pride celebrations.

Greater Palm Springs Pride continues to grow, and as it does, sponsorships and funding remains the key to a successful celebration of the LGBTQ+ community.

Peggy Trott, President of PS Resorts, said in Monday's media release, "Our hospitality community recognizes that investing in Pride is an investment in the vitality of Palm Springs. At a time when organizations must adapt to shifting macroeconomic conditions, PS Resorts is proud to step forward, fulfill our core mission, and ensure this signature event continues to anchor our local economy and elevate our brand worldwide."

Organizers said the more robust commitment to celebrating pride in the Coachella Valley is important as other major LGBTQ+ Pride see the knock-on effects of the sponsorship setbacks.

This year's Pride celebration marks its 40th year in Palm Springs. The event directly generates more than $38 million for local businesses, hotels, and restaurants.

Tonight, you will hear more from the key players bringing Palm Springs Pride back for another year, despite the financial challenges. We're asking them more about what this funding increase means and the funding gap that still needs to be bridged as the event continues to grow. Stay with us for our full report at 10 and 11 o'clock.