Only days after the rabidly anti-gay Christian Institute called for shoppers to boycott Britan’s largest retailer Tesco after Tesco  gave Pride London £30,000 to fund its family area.  Tesco has now decided NOT  to sponsor Pride London again after next year, giving into the anti-gay group..

In a letter from Tesco:

“Most of our charitable and community support is however focused on delivering practical benefits, rather than on funding awareness-raising events.

“We will therefore discuss with Out at Tesco how we can support them in future years in ways that will not include sponsoring events.”

A Tesco spokesperson also spoke to PinkNews.co.uk who originally broke the story to explain:

“Tesco promotes a tolerant environment and supports a wide range of good causes and charities.  We do not take funding decisions for 2013 so far in advance though our preference is always to support projects with practical benefits rather than events. We will be discussing how best to do this with Out At Tesco..  Our Out at Tesco team will be working closely with Pride London to ensure next year’s event (2012) is even more fun.”

One could think that Tesco is still only spomnsoring next years London Pride for  brand exposure and it’s strictly marketing decision because of the huge  exposure could taht can be gained at a two day World Pride Event in the middle of  the Summer Olympics.

If Tesco donates its usual sum that it gives to London Pride on top of what it already gives LGBT charities and non-profits its all well and good.  But for Tesco to fold to an extremist anti-gay’s threats of a boycott over funding LP is not only akin to giving into terrorist but also a slap in the face to the LGBT community.

Meanwhile The Christian Institute is crowing over its victory.

Perhaps someone should tell Tesco that boycotts can work both ways.