When Tom Allen steps onto the stage at the Peninsula London on July 4, 2025, he won’t just be hosting an awards show—he’ll be holding space for a continent’s quiet heroes. The award-winning comedian, author, and beloved TV personality will emcee the PEUGEOT Attitude PRIDE Awards Europe 2025Peninsula London, marking the first year the event expands beyond the UK to celebrate LGBTQ+ trailblazers across Europe. It’s not just a party. It’s a reckoning. And Allen, with his sharp wit and raw vulnerability, is the perfect guide.
A Host Who Knows the Weight of the Moment
Tom Allen didn’t get this gig because he’s funny—though he is, relentlessly. He got it because he’s honest. In his bestselling memoirs No Shame and Too Much, Allen lays bare his struggles with mental health, family rejection, and finding belonging in a world that often misunderstands queer joy. That’s why Attitude Magazine’s publisher, Darren Styles OBE, called him the "perfect chaperone" for the 10 honourees. "His books are from the heart, poignant and vulnerable," Styles said. "He understands what it means to rise after being broken." Allen himself admitted he’s "over the moon"—and yes, he might wear a new hat. That’s the thing about him: he blends levity with depth like no one else. He’s the guy who can make you laugh until you cry, then silence the room with a single sentence about Alfie, the friend he dedicated his October 8 Comedy Award to: "for Alfie who showed me how to be happy."A Continental Shift in Celebration
For nine years, the PEUGEOT Attitude PRIDE Awards have honored UK-based LGBTQ+ advocates—teachers, nurses, activists, volunteers—who’ve changed lives without fanfare. But 2025 is different. This is the first year the awards claim a truly European scope. Ten winners will be recognized, not just from Britain, but from across the continent: from Lisbon to Warsaw, from Stockholm to Athens. Three of them will be flown in by BA Euroflyer, the Gatwick-based British Airways subsidiary making its debut as a supporting partner. That’s not just logistics—it’s symbolism. These aren’t celebrities. They’re people who showed up for their communities when no one else did. Now, they’re being seen.
Star Power Meets Quiet Courage
The night won’t just be about speeches. Andy Bell, the legendary vocalist from Erasure and a decades-long LGBTQ+ icon, will headline the performance. His music has soundtracked coming-out stories, funerals, protests, and pride marches. His presence ties the past to the present. Meanwhile, PEUGEOT continues its second year as title sponsor, reinforcing its long-term commitment to inclusion—not as a marketing tactic, but as a partnership. And let’s not forget the venue: the Peninsula London, a five-star landmark that’s hosted royalty, billionaires, and now, everyday heroes.Allen: Host and Honoree
There’s a beautiful symmetry here. On October 8, 2025, just three months after hosting the PRIDE Awards, Tom Allen will accept the Comedy Award at the Virgin Atlantic Attitude Awards 2025, powered by Jaguar. He’ll walk the same red carpet, but this time as the one being celebrated. The introduction that night called him "one of the nicest, genuinely lovely, and funniest men in television," adding, "if Savo and Sarcasm had a baby, he’d be it." That’s the duality: the man who makes audiences laugh while quietly dismantling stigma.
Why This Matters
LGBTQ+ recognition isn’t just about visibility—it’s about validation. For every young person in a small town in Romania or a coastal village in Portugal who feels alone, these awards say: you are not invisible. When someone from Ukraine, who runs a safe house for queer refugees, is flown to London to accept an award, it sends a message louder than any protest sign: your work matters. The world is watching. And thanks to Attitude Magazine’s expanded vision, it’s watching with open eyes.The event isn’t just about glamour. It’s about legacy. The third sector—charities, nonprofits, grassroots groups—often operates on shoestring budgets and silent dedication. These awards lift them out of obscurity. And by bringing them to a continental stage, Attitude Magazine isn’t just celebrating individuals. It’s building a network. A movement. A family.
Frequently Asked Questions
Who are the 10 honourees being recognized at the PEUGEOT Attitude PRIDE Awards Europe 2025?
The 10 honourees are LGBTQ+ individuals from across Europe who’ve made exceptional contributions in the third sector—working as activists, educators, healthcare advocates, or community organizers. While their names won’t be revealed until the event, Attitude Magazine emphasizes they’ve overcome significant adversity, often without public recognition. Three will be flown in by BA Euroflyer from outside the UK, including winners from continental Europe.
Why is BA Euroflyer involved in the event?
BA Euroflyer, British Airways’ Gatwick-based subsidiary, is making its debut as a supporting partner to ensure international honourees can attend. By providing return flights for all 10 winners—and specifically flying in three from outside the UK—it transforms the awards from a UK-centric event into a genuinely European celebration. This logistical support underscores the event’s commitment to inclusivity beyond borders.
How is this year’s event different from previous years?
Previous ceremonies focused exclusively on UK-based LGBTQ+ advocates. In 2025, for the first time, the awards have a continental reach, recognizing winners from across Europe. The addition of BA Euroflyer and the expanded nomination pool reflect Attitude Magazine’s strategic shift to amplify voices beyond Britain, acknowledging that LGBTQ+ struggles and triumphs are shared across borders.
Why was Tom Allen chosen as host?
Tom Allen was selected not just for his comedic talent, but for his emotional authenticity. His memoirs reveal deep personal struggles with identity and acceptance, making him uniquely qualified to honor others who’ve overcome similar challenges. Darren Styles OBE of Attitude Magazine noted his vulnerability as "perfect" for guiding the audience through the honourees’ powerful, often heartbreaking stories.
What’s the significance of Andy Bell performing at the event?
Andy Bell, as a pop icon and longtime LGBTQ+ advocate, represents decades of queer visibility in music. His performances have been anthems for generations—especially during the AIDS crisis and the fight for marriage equality. His presence at the awards ties the celebration to a broader cultural history, reminding attendees that today’s progress was built on the courage of those who came before.
Is Tom Allen being honored at both events in 2025?
Yes. He’ll host the PEUGEOT Attitude PRIDE Awards Europe on July 4 and then receive the Comedy Award at the Virgin Atlantic Attitude Awards on October 8. This dual role highlights his unique position in UK LGBTQ+ media: both a champion of others’ stories and a celebrated figure in his own right. It’s rare for someone to be both the host and the honoree in the same year—a testament to his impact.