Anti-gay Christian groups claim that some America’s major retail brands are supporting “sadomasochism” and “perverted behaviour” by sponsoring gay pride events across the country.

Some of America’s biggest commercial names – including Wal-Mart, Delta Airlines, AT&T, and Diet Coke – showed their support for the LGBT community last month, by sponsoring a number of events and parties during New York City’s annual Pride weekend, including the city’s huge pride parade.

However, many “pro-family” groups are unhappy with the brands’ decision to show solidarity with the gay community, and have accused them of encouraging “sadomasochism” and “perverted behaviour”.

Rather than avoid an event he clearly finds offensive, Peter Barbera, president of homophobic movement ‘Americans for Truth About Homosexuality’, decided to attend the pride parade on June 28.

He was particularly outraged by a Wal-Mart float, that was included in the event and “featured public nudity and vulgarity – with children present.”

“It’s really a mirror into the households of homosexual-led households,” LaBarbera told ultra-conservative news website OneNewsNow.

LaBarbera sees inconsistency in Wal-Mart’s handling of issues considered “controversial”. He points out that despite sponsoring activities in support of the “homosexual lifestyle”, the retailer recently decided that items displaying the Confederate battle flag – often used by anti-gay right wing groups – were too controversial to appear on its shelves.

“But apparently a homosexual parade, which is celebrating beyond homosexuality – they celebrated sadomasochism, lots of perverted behavior, even open nudity in this parade – apparently none of this was too controversial for Wal-Mart to be involved in sponsoring this parade,” he adds.

LaBarbera is encouraging others that are opposed to supporting and welcoming the LGBT community to boycott on all brands involved in LGBT Pride parades.

Other major brands listed as NYC Pride sponsors included such names as Hilton Hotels, Bud Light, Netflix MasterCard, and Amtrak.

During NYC Pride last month, an anti-gay Jewish group paid Mexican day labourers to dress up as Orthodox Jews and protest.

When asked if they were Jewish, the men reportedly confirmed that they were not, and had been paid to hold signs.