Founding Partner, Road of Rainbows

Before Road of Rainbows had a crowd, Jordan’s Furniture had already said yes.

In 2021, this event was an idea with no track record and no proof it would work. Jordan’s believed in it anyway. Since then, Road of Rainbows has grown into one of the largest Pride celebrations in Massachusetts, and Jordan’s has been part of it every step of the way.

Founding Partner, Road of Rainbows

Before Road of Rainbows had a crowd, Jordan’s Furniture had already said yes.

In 2021, this event was an idea with no track record and no proof it would work. Jordan’s believed in it anyway. Since then, Road of Rainbows has grown into one of the largest Pride celebrations in Massachusetts, and Jordan’s has been part of it every step of the way.

Founding Partner, Road of Rainbows

Before Road of Rainbows had a crowd, Jordan’s Furniture had already said yes.

In 2021, this event was an idea with no track record and no proof it would work. Jordan’s believed in it anyway. Since then, Road of Rainbows has grown into one of the largest Pride celebrations in Massachusetts, and Jordan’s has been part of it every step of the way.

2021

When it was just an idea

Jordan’s Furniture sponsored Road of Rainbows and provided the gift card for the Best Dressed costume contest, a tradition that still defines the event today. There’s still no fastest time at Road of Rainbows. Best dressed has always won.

2021

Before there was proof it would work

An idea turned into one of the largest Pride events in Massachusetts

Road of Rainbows grew from a first-year experiment into a full-day Pride celebration on Boston Common, and Jordan’s grew right alongside it. By 2025, the event drew over an estimated 100,000 attendees across the day.

2026

Jordan’s, front and center: Exclusive Medal and Photo Sponsor

Jordan’s, front and center: Exclusive Medal and Photo Sponsor

Every runner who crosses the finish line sees Jordan’s name. Every photo taken at the arch, the step and repeat, or the 360 booth carries it too. That’s not a logo on a banner in the back of the festival. That’s Jordan’s built into the moment people remember most.

Logo on every finisher medal

Exclusive photo opportunity placement

Grand prize gift card

Logo on both sides of the main stage

Complimentary race bibs

Verbal recognition, pre-race through awards

What Jordan’s Made Possible in 2026

On Saturday, June 6, the 6th Annual Road of Rainbows Pride 5K brought together thousands of runners, walkers, performers, volunteers, and community members on Boston Common. Created by nonprofit Boston Theater Company, Road of Rainbows is more than a single day of celebration. The event supports BTC’s Pride 365 commitment by increasing visibility for LGBTQ+ communities, bringing people together in a shared public space, and helping ensure queer voices and stories are seen year round.

From its gender neutral race structure to its pay-what-you-can registration model, Road of Rainbows is designed to remove barriers to participation and create a welcoming space for people of all ages, identities, and athletic abilities.

Thanks to the support of partners like Jordan’s Furniture, Road of Rainbows continues to raise awareness of both the LGBTQ+ community and the work Boston Theater Company does throughout the year, showing that Pride can have an impact far beyond a single day in June.

The 360 photo booth at Road of Rainbows 2026, sponsored by Jordan’s Furniture.

“I just wanted to thank Jordan’s Furniture, they have been with us since day 1. They have been here for us since day 1. They’ve got a really cool element to take some pics, and if you do make sure to tag them because they’re supporting the work that we do here. Give it up for Jordan’s.”

“I just wanted to thank Jordan’s Furniture, they have been with us since day 1. They have been here for us since day 1. They’ve got a really cool element to take some pics, and if you do make sure to tag them because they’re supporting the work that we do here. Give it up for Jordan’s.”

“I just wanted to thank Jordan’s Furniture, they have been with us since day 1. They have been here for us since day 1. They’ve got a really cool element to take some pics, and if you do make sure to tag them because they’re supporting the work that we do here. Give it up for Jordan’s.”

Kennedy Elsey, Mix 104.1

THE ASK

You were there when nobody knew our name. We’d love for you to still be here now that everyone does.

You were there when nobody knew our name. We’d love for you to still be here now that everyone does.

Road of Rainbows keeps growing, now alongside Pride Outside and the return of Orgullo Latino, both born from the same community Jordan’s helped build from day one. And per our 2026 agreement, we’re honoring Jordan’s original $20,000 rate for 2027. No increase, just a continuation of a partnership that has been part of Road of Rainbows from the beginning.

2027 Sponsorship Value $35,000

Jordans Rate: $20,000

Your honored 2027 rate for the Exclusive Medal & Photo Sponsorship, per our 2026 agreement.

Continue the Legacy for 2027

Continue the Legacy for 2027