Supermarket giant Tesco has become a major sponsor of London Pride.
Next year, London will host WorldPride across two days of festivities and marchers will follow an extended parade route.
Tesco, alongside Smirnoff, is a headline sponsor and will host a family area with activities for children.
The retailer will also fund some activities.
Andrew Higginson, CEO of retailing services at Tesco, said: “Tesco is the UK’s largest private employer, and a very diverse international organisation where everybody is welcome. Our Out at Tesco team will be working closely with Pride London to ensure next year’s event is even more a fun.”