Aviva has withdrawn its sponsorship of Norfolk's largest Pride festival after organisers came under pressure from trans activists to drop the firm as part of a wider boycott.
The insurance company ended its long-running partnership with Norwich Pride because of an ongoing campaign by groups who accuse it of supporting Israel's conflict in Gaza.
Members of Norwich Trans Pride had called for the festival to drop Aviva as a sponsor “in solidarity with Palestine” because of its investments in Barclays, which provides financial services to arms companies that trade with Israel.
Aviva said it took the decision because it did not think its staff would be safe if they took part in the event, which takes place this weekend, in the light of the activists' campaign.
Norwich Pride has refused to comment on the decision and what role it played in talks leading up to it.
However, Aviva's withdrawal in the face of activists' opposition has enraged many members of the LGBT community, who now fear for the future of the free event.
“To the boycotters, how do you think free Prides like Norwich will continue without sponsors and funding?”, local drag queen, 'Ginni Tonix', said on Instagram.
The festival is the latest in a number of UK cultural events to come under pressure from activist groups over its choice of corporate sponsor.
NORWICH PRIDE
Norwich Pride - which returns to the city centre for its 16th year on Saturday - has not commented on the decision.
It simply announced on its website that it is "no longer sponsored by Aviva", and that "Aviva will also no longer have a role in the event on 27 July".
The Norwich Pride march leaves City Hall at 1pm, with participants encouraged to gather from 12.30pm.
WHAT AVIVA SAYS
Aviva had sponsored Norwich Pride since 2016 and was the event's main sponsor from 2022.
An Aviva spokesman said: "A small number of interest groups have recently campaigned against our sponsorship of Norwich Pride, leading to concerns about the safety of our people at the event.
"As a result, we have taken the difficult and sad decision not to participate in this year’s parade.
"This is very disappointing but we remain committed to the Pride agenda and, together with our Pride community, will continue the important work we do at Aviva to make our workplace even more inclusive."
WHAT NORWICH TRANS PRIDE SAYS
Norwich Trans Pride, a trans activism group, said in a Facebook post: "We are glad to see that Norwich Pride have made the decision to end their contract with Aviva with immediate effect, meaning that Aviva will no longer be a sponsor for this year's event.
"We have been communicating with Norwich Pride throughout July and are relieved that they have come to this decision."
The group added that it had been campaigning for Norwich Pride to drop the sponsor "in solidarity with Palestine", and hopes local Palestinian-led groups will "demonstrate their solidarity on the day".
FEARS OVER FREE EVENT'S FUTURE
'Ginni Tonix', a drag queen from Suffolk, reacted to Norwich Pride's announcement that the event would no longer be sponsored by Aviva on Instagram.
“So Norwich Pride have announced that Aviva are no longer sponsors and won’t be part of Pride meaning the boycott has won," 'Ginni Tonix' wrote in an Instagram story.
“I personally think this whole boycott has gone way too far.
“To the boycotters, how do you think free Prides like Norwich will continue without sponsors and funding?
"It could lead to a ticketed event or even acts not being paid, which no doubt you would then want to boycott that.
“How are free events meant to carry on if they are in fear that accepting sponsors will lead to another boycott and deformation of their successful event.”
AVIVA BOYCOTT
Aviva - the UK's largest general insurer and a leading life and pensions provider - has appeared on online 'Israel boycott lists' alongside a hundreds of other companies for their perceived support of Israel’s conflict in Gaza.
The lists claim Aviva invests in companies like Barclays, who have links to arms companies that trade with Israel.
Barclays recently suspended its sponsorship of all music festivals staged by promoter Live Nation in 2024, including Latitude, which takes place this weekend, after several acts pulled out of the events in protest.
Aviva did not comment on the accusations.
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