S4C announced as sponsors of Pride Cymru’s Parade

12 August 2022

S4C have announced they will sponsor the parade at this year's Pride Cymru.

It is the first time S4C have sponsored the event which takes place in Cardiff during the August Bank holiday weekend.

This marks the start of a long-term partnership between the Welsh Language broadcaster and Pride Cymru, in which S4C are pledging a commitment to improving inclusivity on and off the screen.

Nia Edwards-Behi, S4C's Diversity and Inclusion Officer said:

"We are very excited to be a part of, and support this year's Pride Cymru parade.

"Being at the march alongside some of the people who make our content will help show our commitment to walking hand in hand with the LGBTQ+ community.

"It signals the start of a fresh campaign to reflect a diverse and proud Wales both on and off our screens.

"It is also the start of an exciting new partnership with Pride Cymru, who will help guide us in our mission to ensure LGBTQ+ community are better represented."

This will be the first time since 2019 that Pride Cymru has been able to take place live and in person, when around 15,000 people took part in the vibrant and colourful parade.

Gian Molinu, Chair at Pride Cymru said:

"The parade is one of our highlights each year. We're thrilled to have S4C on board as the parade sponsor.

"Their commitment to ensuring representation in their content and developing talent across different communities in Wales is inspiring."

"S4C's public commitment to us as a charity and to the wider LGBTQ+ community is invaluable. Their contribution demonstrates that Pride matters, and that diversity should be celebrated within society."

Hundreds of LGBTQ+ supporters have marched through the streets of Cardiff since 1985, but the parade has grown enormously, becoming a highlight of Pride Cymru since 2012 and securing a place as one of Cardiff's most colourful events.

During the Pride Cymru weekend , S4C's employees will join the parade and support the event throughout the day.

"We will be there throughout the weekend's celebrations," Nia Edwards-Behi added.

"Anyone celebrating Pride Cymru can visit us at the S4C market stall stand.

"We will be there to listen to ideas on how we can better represent the community across our different platforms in the future, as well as to find out how we can support and encourage our LGBTQ+ friends to thrive within the broadcasting sector."

To find out more about S4C's commitment to actively support and encourage the sector to reflect Wales in its entirety, Reflecting Wales – S4Cs Equality, Inclusion and Diversity Strategy for 2022-2027 is available on the S4C website.

Pride Cymru's Big Weekend takes place on 27-28 August and the parade will start at 11.00am on the Saturday.

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