In many countries, Pride events have grown to become a feature of contemporary society, and these have developed a complex set of relationships both within LGBTQIA+ communities and with wider stakeholder groups. With this growth, however, has come challenges of adapting established events for the diversity of intersectional LGBTQIA+ identities. This study uses a neo-institutional lens to analyze the perspectives of twenty Pride event organizers in the United Kingdom, to develop a new understanding of the nature of Pride events and their relationships. We identify five key themes affecting the identity and activism of contemporary Prides: Formality; Relationships; Place-authenticity; Homonormativity and Identity. Taken together, these themes help to explain the nature of Pride events in the UK and the insights from this analysis are used to suggest future ways in which events, and Pride events in particular, can be productively analyzed from a neo-institutional perspective in future research.