Pepsi has withdrawn its sponsorship of London’s Wireless Festival following mounting criticism over the booking of rapper Ye as the event’s headliner, adding pressure on organizers and raising questions about the festival’s future.
The beverage company confirmed its decision in a brief statement, saying, “Pepsi has decided to withdraw its sponsorship of Wireless Festival.”
The move follows widespread backlash over Ye’s selection to headline all three nights of the July festival at Finsbury Park. The artist, formerly known as Kanye West, has faced repeated condemnation in recent years for antisemitic remarks and other controversial actions.
Criticism intensified after British Prime Minister Keir Starmer described the booking as “deeply concerning,” citing Ye’s past statements and behavior. Political leaders and Jewish community organizations have also voiced objections, with some calling for the performer to be removed from the lineup or barred from entering the United Kingdom.
Pepsi’s withdrawal marks a significant shift for the festival, which has long relied on corporate sponsorship and had been promoted under Pepsi branding in recent years. Another major sponsor, Diageo, also said it would not support the 2026 event, citing concerns raised by the controversy.
Other companies have faced pressure to follow suit. Critics have urged brands including Budweiser and PayPal to reconsider their involvement, reflecting broader unease within corporate and political circles.
The controversy comes despite a public apology issued by Ye earlier this year, in which he attributed past behavior to a mental health episode and expressed regret. Still, opponents argue the apology has not addressed the impact of his previous statements.
Wireless Festival organizers have not publicly responded to the sponsorship withdrawals or calls to reconsider the lineup. The event, one of Europe’s largest hip-hop festivals, is scheduled to draw tens of thousands of attendees over three days.
With major sponsors stepping back and political pressure mounting, uncertainty is growing over whether the festival will proceed as planned or undergo significant changes.
