LEADING THE PRIDE PEUGEOT AND ATTITUDE MAGAZINE CONTINUE TO DRIVE PRIDE FORWARD IN 2025

PEUGEOT is thrilled to announce the continuation of its headline partnership with Attitude Magazine for the ninth annual Pride Awards. The prestigious PEUGEOT Attitude PRIDE Awards Europe 2025 will honour unsung heroes of the LGBTQ+ community from across Europe and will take place at The Peninsula London hotel on Friday, 4 July 2025.  

The PEUGEOT Attitude PRIDE Awards Europe 2025 promises to be the biggest-ever celebration of everyday LGBTQ+ heroes and community trailblazers. The event will feature 10 inspirational winners from the UK and Europe, who have served tirelessly in the third sector, triumphed over adversity, or proven themselves outstanding community role models.

The relationship between PEUGEOT and Attitude has been a close and collaborative one through the years, but the 2024 PEUGEOT Attitude PRIDE Awards marked the start of the formal partnership between the two brands, a fruitful partnership spanning multiple platforms, including philanthropic charitable activations through authentic and compelling storytelling.

The PEUGEOT Attitude Pride Awards 2024 debuted the new all-electric PEUGEOT E-3008 fastback SUV to chauffeur guests to and from the ceremony in style while emitting zero emissions. The new E-3008 and the rest of the 12-strong PEUGEOT electric vehicle range – the widest electric vehicle range of any mainstream European brand – represent PEUGEOT's commitment to sustainable mobility and driving sensations, setting new benchmarks for design, driving pleasure, and efficiency.

Nicola Dobson, Managing Director of PEUGEOT UK, said: "We’re incredibly proud to continue our partnership with Attitude Magazine for the PEUGEOT Attitude PRIDE Awards Europe 2025. This collaboration allows us to celebrate the remarkable achievements of the LGBTQ+ community and reinforce our commitment to diversity, inclusion, and sustainable mobility.

“At PEUGEOT, we’re serious about pleasure. We believe in creating a better world; a world where progress is driven by pleasure. Pleasure is how we stand out from the anonymous, banish the banal, and champion excellence. Our partnership with Attitude Magazine is a testament to these values, as it enables us to support and amplify the voices of those who champion equality and resilience. As we continue our journey to become a 100% electric brand, initiatives like the PEUGEOT Attitude PRIDE Awards are crucial in showcasing our dedication to building a better, more inclusive future for all."

Darren Styles OBE, Attitude Managing Director, added: "When, a year ago, Attitude teamed up with PEUGEOT for a partnership that celebrated the values of Pride, two extraordinary things happened. First, the original (and best) PRIDE Awards – accept no imitations – was able to scale new heights of reach and amplification, sharing heartfelt stories from across the LGBTQ+ community further and wider than ever before. Second, the 360-degree nature of the partnership saw our partner’s team awarded ‘Drivers of Change’ status by the hugely-respected motoring title Autocar. This is truly a gold-standard collaboration."

“And that’s just the start. At a time when some of the global narrative is pushing back against the promotion of diversity and inclusion, we are thrilled that PEUGEOT has not only renewed its commitment to the partnership with Attitude for a second year, but that we are able – as the Attitude PRIDE Awards approaches a decade platforming and supporting those who serve or who have triumphed over tragedy – to acknowledge how widely we cast our net by renaming our event: the PEUGEOT Attitude PRIDE Awards Europe 2025.

“For a number of years we’ve been proud to include winners from France, Germany, Italy, Sweden, the Netherlands, Spain and more alongside our cast of UK winners as matter of course, but this makes it official. In lock-step with PEUGEOT, a European – indeed global – super brand, we bring you the biggest-ever LGBTQ+ PRIDE Awards celebration on the continent, on the eve of Pride in London.”

Timed to land just ahead of the Pride in London celebrations at the end of Pride month, the PEUGEOT Attitude PRIDE Awards Europe 2025 will see PEUGEOT’s famous lion emblem proudly return to adorn the event and a programme of content, along with a fleet of PEUGEOT’s latest all-electric models.

A call for nominations for the PEUGEOT Attitude PRIDE Awards Europe 2025 will be announced shortly. For more information, please visit www.attitude.co.uk.

ENDS

ABOUT PEUGEOT

PEUGEOT is an inventive high-end mainstream brand. The ‘Power of Allure’ is our brand promise, epitomised in all of our models and services. Allure (attractive design), Emotion (instinctive driving pleasure) and Excellence (uncompromising quality, efficiency and technology) represent our values. PEUGEOT is present in more than 130 countries worldwide and sold more than 1,050,000 vehicles in 2022. By 2025, all of our models (PC and LCV) will be electric. The PEUGEOT E-LION Project is a 360° approach to deliver our Carbon Net Zero objective by 2038. The electrified PEUGEOT 9X8 Hypercar demonstrates our passion for motorsport, competing in the World Endurance Championship (WEC), including the iconic 24 Hours of Le Mans.

ABOUT ATTITUDE

Attitude magazine, first published in March 1994 and celebrating its 30th anniversary this year, is sold in print in 31 countries worldwide and is the best-selling LGBTQ+ title in the UK and Europe. Almost 2m unique visitors a month enjoy www.attitude.co.uk, a further 1m are reading Attitude on Apple News while more than 1.4m followers are engaging daily across five social media channels. Three annual live events are sector-leading: Attitude 101 (every February, for LGBTQ+ business leaders), the Attitude Pride Awards (every June, for the LGBTQ+ community) and the Attitude Awards (every October, for LGBTQ+ celebrity role models). Meantime, the Attitude Magazine Foundation is a registered charity that has raised £500k for LGBTQ+ causes since summer 2018. It all adds up to the biggest LGBTQ+ media brand in the world.