Pepsi has withdrawn its role as the headline sponsor of London’s Wireless Festival following backlash over the announcement that Kanye West will headline the three-day event this summer.
The rapper, who now goes by Ye, has faced ongoing criticism in recent years for a series of antisemitic remarks. Although he issued a public apology earlier this year, concerns about his past statements have resurfaced since his booking was confirmed.
UK Prime Minister Keir Starmer described the situation as “deeply concerning,” emphasizing that giving a platform to individuals associated with hateful rhetoric raises serious questions. He reiterated that antisemitism must be firmly challenged and that the UK should remain a place where Jewish communities feel safe.
Wireless Festival, scheduled to take place in north London in July, had been promoted under the banner “Pepsi presents Wireless,” with the beverage company serving as its main sponsor. However, Pepsi has now stepped back from that role.
Another major company, Diageo, has also pulled its support. Brands under its umbrella, including Johnnie Walker and Captain Morgan, had been listed as partners but are no longer backing the event in its current form. A spokesperson confirmed the company had raised concerns with organizers before withdrawing.
Political leaders across the spectrum have voiced strong reactions. Ed Davey called for stricter action, suggesting that Ye should be barred from entering the UK. Meanwhile, Kemi Badenoch stressed the importance of not amplifying voices linked to hate speech, and Nigel Farage said he personally would not attend the event.
The controversy follows a series of incidents involving the artist, including inflammatory public statements and past social media posts that led to account suspensions and severed business relationships. Major companies have previously cut ties with him over similar concerns.
Despite the backlash, Ye has recently attempted to repair his image. Earlier this year, he issued a public apology, stating he was not antisemitic and expressing regret for his past actions, which he partly attributed to struggles with mental health.
Wireless Festival organizers have yet to release a full response to the growing criticism. The event, set for July 10–12, is still being promoted as a major showcase of Ye’s music and career highlights.
City officials have also distanced themselves from the decision. A spokesperson for Sadiq Khan noted that while the artist’s past remarks are offensive and inconsistent with London’s values, the booking was made independently by festival organizers.
As the situation develops, questions remain over whether the lineup will change or if further sponsors will follow suit.
