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Target’s Pride Sponsorship: When Does Money Become Tainted?

by Megan Barnes
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Monday Jun 20, 2011
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Last summer, Target came under fire when it donated $150,000 to MN Forward, a political action committee backing anti-gay candidate Tom Emmer. LGBT groups, bloggers and assorted activists called for a boycott of the popular retail chain. The controversy received a lot more attention when, shortly thereafter, Lady Gaga pulled out of an exclusive album release, reportedly because the retail giant continued to make sizable donations to anti-gay politicians.

Is it any wonder then, why some are questioning Target’s sponsorship of several gay pride festivals this year? Local Target stores are also sponsoring a number of festivals

The company is the latest in a list of corporations that, at various times, have come under fire for donating to Pride celebrations, either because of politics or because of other issues (such as health, for cigarette maker Phillip Morris).

Chris Frederick, managing director of New York City Pride, one of three pride festivals sponsored by Target Corp. this year, believes the very fact that the company is doing the sponsorship is proof of a mea culpa -- an acknowledgement of past mistakes and a desire to improve.

"I think that they’re making strides and they’re trying to make up for the mistakes they made," Frederick said. Frederick said Target passed on sponsorship last year.

This year, groups like his expected criticism. "To me, it was a choice of whether I wanted to take the money, or if another pride would just end up taking it," he said. "A lot of major corporations support major Republican initiatives. I don’t think it was an anti-marriage donation; I think it was more of a pro-business donation that just so happened to be tied into a candidate that was anti-marriage."

Deception? Or an Attempt at Redemption?
It’s an issue that raises the question: Is Target’s sponsorship of gay pride festivals a deceptive move or a redemptive one?

Last week, Target CEO Gregg Steinhafel said the company has a neutral stance on an initiative to ban same-sex marriage in company’s home state of Minnesota. Twin Cities Pride, which has defended its continued sponsorship from Target, was so disappointed that organizers redrafted Target’s sponsorship agreement.

"Our board of directors was appalled this week to learn that Target has publicly stated a ’neutral’ position on the constitutional amendment to define marriage as between one man and one woman," organizers said in a statement posted on the group’s Facebook page.

Pridegoers were also invited to submit comments. "Target is like getting medical care from someone who just shot you on purpose," one user wrote.

When the feedback was shared with Target, Steinhafel sent a personal letter and offered Target executives to meet with the Twin Cities planning crew. "Target has taken feedback from our team members and guests seriously and we’re ready to move forward," a Target spokesperson told EDGE.

"After the 2010 election cycle, Target took a thoughtful approach and established a Policy Committee to review future corporate political donations," the spokesperson added. "Target is proud to show support for the GLBT community through our continued and enhanced sponsorship of Pride events in communities across the country."

The chain is also a major sponsor of for-profit Seattle PrideFest this year, providing a family and kid’s play area.

Gay Maybe Not-So-Friendly Companies Like Pride
Joining Target in sponsoring Twin Cities and other pride festivals is another big MN Forward donor: Best Buy, although the chain has come under less fire.

Best Buy could not be reached for comment, but the board of directors of the Seattle Out and Proud festival, the city’s nonprofit festival, said no one has raised an issue with their sponsorship.

"We are glad to see major corporations sponsor events that bring people together in Pride," said Board Director Adam Rosencrantz.

Target and Best Buy aren’t the only sponsors who have dealt with criticism in the past year. Sponsors like Chipotle and Svedka received low preliminary scores on the Human Rights Campaign’s Workplace Equality Index. The parent company of Bud Light, the biggest alcoholic sponsor of the pride festivals, was boycotted for donating to supporters of Arizona’s controversial immigration law.


Next: The Complexities of Pride Sponsorship



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