PEUGEOT is proud to continue its partnership with Attitude magazine for the ninth annual PRIDE Awards, now officially renamed the PEUGEOT Attitude PRIDE Awards Europe 2025. This prestigious event, celebrating everyday LGBTQ+ heroes across Europe, will be held at The Peninsula London on Friday, 4 July 2025.
The 2025 awards will honour 10 inspirational individuals from the UK and across Europe who have made a lasting impact through community work, resilience, and advocacy. These unsung heroes represent the heart of the LGBTQ+ community, and the event promises to be the biggest celebration yet.
PEUGEOT and Attitude first formalised their collaboration in 2024, creating a dynamic, multi-platform partnership focused on storytelling, charitable action, and shared values. Last year’s event also marked the debut of the new all-electric PEUGEOT E-3008 fastback SUV, which chauffeured guests in zero-emission style, highlighting PEUGEOT’s commitment to sustainable mobility. The E-3008 is part of PEUGEOT’s expansive 12-vehicle electric range—the widest of any mainstream European brand.
Nicola Dobson, Managing Director of PEUGEOT UK, said:
"We’re incredibly proud to renew our partnership with Attitude. The PRIDE Awards are a celebration of remarkable individuals and a reflection of our values: diversity, inclusion, and sustainability. At PEUGEOT, we believe in driving progress through pleasure, and this collaboration brings that belief to life by supporting those who champion equality and resilience."
Darren Styles OBE, Managing Director of Attitude, reflected on the partnership’s impact:
"Last year, our collaboration with PEUGEOT allowed the original—and best—PRIDE Awards to reach new audiences. Their support was so impactful, Autocar even named their team 'Drivers of Change'. With this renewed partnership, and a new Europe-wide scope, we are raising the bar once again."
He added, “By renaming the event the PEUGEOT Attitude PRIDE Awards Europe 2025, we officially recognise the many past winners from countries including France, Germany, Italy, Sweden, and Spain. In partnership with PEUGEOT, a true European powerhouse, we’re bringing the continent’s biggest LGBTQ+ celebration to life—right before Pride in London.”
Coinciding with the end of Pride Month, the awards will
feature PEUGEOT’s iconic lion emblem, a full fleet of electric vehicles, and a
powerful content programme designed to amplify LGBTQ+ voices. This renewed
collaboration promises not just a celebration, but a bold statement of support
for diversity, progress, and pride across Europe.