It's not just the links to gender ideology either, IMO.
There are all kinds of people living in the UK, it is a pluralistic society. They may or may not agree with what Pride stands for. Basic services like the health service are still meant to work for those people. And while this may be controversial I don't think they should be throwing it in their face that they are out of line with the dominant political ideology when they are serving them.
This obsession with branding totally non-contextually is increasingly weird. Pride being the #1 brand, but it's not alone - one of the main streets in my city has Black Lives Matter written in huge letters down the street. It's meant to be seen from the fort above, as you can't read it when you are driving, but the first time I drove down the street after it was painted I was trying to figure out what these new, weird road indicators were supposed to mean. We also now get a variety of slogans on the buses. A giant Ukrainian flag hanging off the bridge.
At some point we went from some banners hung seasonally on the bridge for different causes that were kind of nice, mostly sponsored financially by various organizations, to now the city itself finances all kinds of different cause of the moment stuff.
It reminds me of when my kids were home educated, the math book I had was from a Christian publisher in the US. It was a nice book, but one weird thing was that at the bottom of every page was a Bible quote, totally unrelated to the math topic. It was so they could market it as a Christian math program. But really, it was very unconnected, and didn't do much if anything to make the kids better Christians or better at math than they would be without the quotes.