Pride movement is as political as Christmas is political. There will be people that make it a political issue, but that doesn't mean it is actually political. A company that celebrates a holiday that big part of the population celebrate is not siding with a political party or even with a religion. The rights for any minorities in a government or a state is political, but pride is a celebration and as such it is not political. A state making a religion official and forced/encouraged is political. Celebrating Christmas is not political. And celebrating Christmas as a company doesn't mean they alienate customers or employees that don't actually follow the religious side of the holiday.

Don't get sucked into the idea that a company cannot show support for minorities or make events depending on the celebrations socially occurring because you need to be neutral. That's not neutrality, that's self censorship.

To take it to the extremes, are we expecting companies to say they are not against slavery but also not in favor, because it is political? Child labour is bad, but I don't want to support any side because it is too political. Terrorism attacks? Well we don't have a stance against or for them, it's just too political.

There's a big difference between siding with one party or another and not showing a stance into what should be universal human rights. Are universal human rights political? Well kinda, but we shouldn't support, or allow any company that is afraid of supporting human rights because it might alienate some customers... Pride and lgbtq rights might not be on the same level as slavery, terrorism and child labor but hell who someone spends their life with is a human right and has nothing to do with politics.