patronize

patronize has highly sexist roots and associations (for example, what some men did to some women for so long, but rarely vice versa) and can be easily replaced: support, favor, uphold, promote, defend, sponsor, show favor to, defer to, tolerate; condescend to, treat condescendingly, underestimate, disparage, discount, look down on, talk down to, deign, stoop, be overbearing/arrogant; trade with, buy/purchase from, do business with, give business to, shop at, frequent. See also patron.