In addition, the Parade is honoring the 65 th Infantry Regiment.
This is a moment in which the meaning of proclaiming your Boricua pride at the top of your lungs along a Puerto-Rican flag-covered Fifth Avenue is changing. This, in turn, prompted a full investigation by New York State Attorney General Eric Schneiderman, which eventually led to the dismantlement of the Board. The beer can controversy prompted activists to look into the finances of the Parade Board and their marketing agent and fundraiser, G.A.L.O.S. Two years before that, MillerCoors, a corporate sponsor of the Parade, got in trouble for Parade-related ads that read ' EMBORÍCUATE' - a slogan that was supposed to boost Boricua pride, but to many it sounded suspiciously similar to ' emborráchate'- get drunk. It was the final straw for those who lamented the over-commercialization of what was supposed to be a community event. In May 2013, Lucky Rivera, the leader of Boricuas for a Positive Image - a group formed in 1998 after the controversy generated by an infamous Seinfeld episode - became furious after seeing a can of Coors Light emblazoned with the Puerto Rican flag with the blessing of parade organizers. The Coors Light can created to celebrate last year's National Puerto Rican Day parade sparked controversy over its logo.
