After more than a decade as a key partner, convenience chain 7-Eleven has decided to end its sponsorship of Copenhagen Pride. The company, sponsor since 2014, confirmed the decision after both parties failed to reach an agreement on the terms of continued collaboration.
Jesper Østergaard, CEO of 7-Eleven Denmark, stated, “We could not agree on the terms of cooperation.”
He did not elaborate on the specific reasons for the disagreement. This development marks a significant change, as 7-Eleven has supported the event for over ten years.
Disagreement on cooperation terms ends long-standing partnership
The withdrawal of 7-Eleven as a sponsor follows a period of tension between Copenhagen Pride and its partners.
Last winter, Copenhagen Pride required all sponsors to answer questions about their interests and activities in Israel and Palestine, and to provide answers that the organization deemed satisfactory.
Shortly afterwards, Copenhagen Pride issued a public apology for this demand.
Copenhagen Pride focuses on rebuilding trust with partners
According to Benjamin Hansen, current spokesperson for Copenhagen Pride, efforts to rebuild trust with partners have been ongoing over the past year, especially in the last six months.
“We have spent the last year, and especially the last half year, rebuilding the trust that was lost last year. Some believe that trust has been restored and are ready for partnership again, while others are not yet ready or have found other ways to support the community,” Hansen explained.
Shifting sponsorship landscape for LGBTQ+ events
The departure of a high-profile sponsor like 7-Eleven reflects broader changes in how companies engage with LGBTQ+ events. As organizations like Copenhagen Pride seek greater transparency from sponsors regarding political and social issues, companies face increasing pressure to align with specific values or answer for their international activities.
At the same time, some businesses are seeking alternative ways to support LGBTQ+ communities without formal sponsorships. This evolving landscape signals a new era for event funding and partnership dynamics in Denmark and beyond.
While the financial terms of 7-Eleven’s sponsorship were not disclosed, the withdrawal of a long-term sponsor is likely to have both economic and reputational implications for Copenhagen Pride. As the organization continues to prepare for future events, the need for new partners and innovative funding models becomes more pressing.
