PEUGEOT Attitude PRIDE Awards Europe returns for landmark tenth year
This year's ceremony will be held on 3 July, with headline sponsor PEUGEOT returning for a third year to honour 10 outstanding winners
By Dale Fox
The PEUGEOT Attitude PRIDE Awards Europe, supported by British Airways, is back for a landmark tenth edition, celebrating the everyday LGBTQ+ heroes and community trailblazers who too rarely get the recognition they deserve, with headline sponsor PEUGEOT returning for a third year.
This year’s awards ceremony and charity lunch will take place on Friday 3 July at London’s The Chancery Rosewood, the all-suite Mayfair hotel that opened last September inside the former US Embassy on Grosvenor Square.
The PEUGEOT Attitude PRIDE Awards Europe, supported by British Airways, turns the traditional awards show format on its head – celebrity guests are more often the presenters than the honourees – and 10 inspirational winners are drawn from the UK and Europe. Each has served tirelessly in the third sector, triumphed over adversity or proven themselves outstanding community role models.
Last year’s honourees included Caroline Paige MBE, the first openly trans officer in the British military; Miss Tess Tickle, the northeast drag queen and charity founder whose Angel Trust has raised over £5 million; and Mohamed Ali Aguerbi, a Tunisian refugee who built support networks for queer migrants across Europe. Joining them as Pride ICONS were Yungblud, Andy Bell (who treated attendees to an after-ceremony performance) and Dame Kelly Holmes.
On the day, funds will be raised for the Attitude Magazine Foundation (AMF), with PEUGEOT also donating £10,000 to be shared between this year’s winners with a charity or cause of their choosing via the AMF.
“We believe that progress should always feel rewarding” – PEUGEOT Managing Director Nicola Dobson
PEUGEOT Managing Director Nicola Dobson says: “We’re proud to support the PEUGEOT Attitude PRIDE Awards Europe for a third consecutive year. As a brand that’s serious about pleasure, for everyone, we believe that progress should always feel rewarding, and with these awards we celebrate the individuals and organisations driving meaningful change for the LGBTQ+ community.
“At PEUGEOT, we believe that a better future is one built together, so we’re delighted to partner with Attitude in recognising the courage, creativity and resilience of this year’s nominees and winners.”
Attitude publisher Darren Styles OBE says: “For a decade now, Attitude’s have been the original, and best, PRIDE Awards, and reaching 10 years feels like a moment worth marking.
“At a time when some of the global narrative continues to push back against diversity and inclusion, having PEUGEOT return as headline sponsor of our PRIDE Awards for a third time means the world.
“Together, we can cast our net ever wider for the real-life heroes who deserve to be on that stage, and create the biggest and best PEUGEOT Attitude PRIDE Awards Europe yet. We bring you the greatest LGBTQ+ PRIDE Awards celebration on the continent – and on the eve of Pride in London.”
A call for nominations for the PEUGEOT Attitude PRIDE Awards Europe 2026, supported by British Airways, will be announced shortly.