Four years after Juneteenth became a federal holiday, many corporations that initially pledged support for its celebrations are quietly scaling back sponsorships or withdrawing entirely, according to a recent HuffPost report. The trend reveals a stark disconnect between the public promises made during the 2020 racial justice movement and the follow-through in 2024.

Companies that once sponsored Juneteenth festivals, parades, and educational programs have reduced funding or disappeared altogether. Some brands cited shifting budget priorities, while others offered no explanation. This pullback has left grassroots organizers—many of whom relied on corporate partnerships to expand events—scrambling to fill financial gaps.

In 2020, following the murder of George Floyd and nationwide protests, corporations rushed to align themselves with Juneteenth. Brands issued statements celebrating Black freedom, launched themed merchandise, and pledged long-term support for racial equity. However, by 2024, that enthusiasm has dwindled. One organizer noted that securing sponsors now feels like “pulling teeth,” with companies either ignoring requests or offering a fraction of their original contributions.

Activists argue that the retreat exposes the performative nature of many corporate diversity initiatives. “They treated Juneteenth like a trend,” one event planner told HuffPost, who requested anonymity to preserve future partnerships. “Once the media spotlight faded, so did the money.” Smaller, Black-led organizations are disproportionately affected, as they lack the resources to self-fund large-scale events.

The decline in sponsorship raises questions about how Juneteenth will evolve as a national holiday. Without sustained investment, fears grow that its cultural significance could be diluted, reduced to symbolic gestures rather than meaningful celebrations of emancipation. Some organizers now advocate for local business support or crowdfunding to preserve the holiday’s grassroots spirit.