Georgia's Lt Governor just announced that he fully intends to use the power of his office to illegally punish a private company:
"I will kill any tax legislation that benefits Delta unless the company changes its position and fully reinstates its relationship with NRA. Corporations cannot attack conservatives and expect us not to fight back."
Essentially a public announcement that he intends to abuse his government position to punish a private company for exercising its rights to do business, or not, with whomever it pleases.
Corporations that take political stances (in the hopes of attaining political goodwill) should be prepared to face some amount of political consequences.
I like my companies and sports to have no politics in them. If they choose to implement political agendas, I'll subject them to the little influence I have.
It's like Jason Stapleton says, we should allow companies to discriminate against others. If they discriminate the way we like, fine. But if they discriminate unfairly, they should face market pressures...