Twin Cities Pride uninvited Target from sponsoring its annual event after the company backed away from many of its DEI initiatives.

Twin Cities Pride, a Minnesota-based LGBTQ+ organization, is excluding Target from its annual parade after the retailer rolled back its DEI programs. NBC News’ Joe Fryer spoke with Twin Cities Pride executive director Andi Otto about the decision to kick out the long-time sponsor.

The group’s decision is a response to the retailer’s plans to roll back diversity and inclusion initiatives, Executive Director Andi Otto said Sunday.

Twin Cities Pride won’t be hurting for funds this year, despite telling corporate partner Target they were not welcome in any festival activities this year.

Twin Cities Pride executive director Andi Otto says the nonprofit made the decision because Target is not standing up “against those who are fighting against us.”

Twin Cities Pride raised more than $50,000 to fill a gap in fundraising after booting Target from the list of festival sponsors. The Minneapolis retailer sparked an outcry from the public following an announcement that they would retreat from their diversity goals amid pressure from conservative activists.