Tesco has signed a deal to become a major sponsor of London Pride, the UK’s largest gay festival, as it outlines plans to host its biggest ever event in the capital.

Tesco will also host a family area designed to provide families attending the event with a “safe, relaxed and chilled out” place with family-friendly entertainment and activities aimed at younger children.

The supermarket will also contribute to funding the free-to-attend event, which is organised by volunteers.

The supermarket joins Smirnoff as headline sponsor for the annual event and builds on Tesco’s presence at the 2011 festival.

The news comes shortly after it ended its 10-year partnership with Cancer Research’s Race for Life fundraising event.

Pride London is already the largest Gay Pride event in the UK and it is extending its carnival route and adding a second day to the festival for 2012, when it will host the global festival WorldPride 2012.

Sourced from: Brand Sponsor