Pepsi has pulled out as the main sponsor of the Wireless Festival in London following backlash over the decision to book rapper Kanye West as the event’s headline act.
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The US artist, who now goes by Ye, is scheduled to headline all three nights of the rap and R&B festival taking place in north London from 10 to 12 July. The event had been marketed as “Pepsi presents Wireless,” with the soft drinks company serving as its primary sponsor.
The announcement of West’s involvement has prompted criticism from politicians and organisations over controversial statements he made in recent years.
Sponsors Distance Themselves
Pepsi confirmed it would withdraw its sponsorship of the festival after the line-up announcement drew public attention. Drinks company Diageo has also stepped back from the event in its current form.
Two of Diageo’s brands, Johnnie Walker whisky and Captain Morgan rum, had previously been listed as partners on the festival’s website.
A company spokesperson said Diageo had raised concerns with organisers and would not sponsor the 2026 edition of the festival, "as it stands."
By Sunday evening, the Wireless website still displayed Pepsi, Johnnie Walker and Captain Morgan as partners. However, a section detailing partners appeared to have been removed, replaced by an error message stating: “There’s nothing to see here.”
Festival organisers Festival Republic and representatives for West did not immediately comment.
Political Criticism
Prime Minister Sir Keir Starmer described the booking as “deeply concerning”, referring to the rapper’s past remarks.
Speaking in comments first reported by the Sun on Sunday, Starmer said West had been invited to headline despite earlier antisemitic statements and comments praising Nazism.
“Antisemitism in any form is abhorrent and must be confronted firmly wherever it appears,” the prime minister said.
“Everyone has a responsibility to ensure Britain is a place where Jewish people feel safe.”
Other political figures also criticised the scheduled appearance. Liberal Democrat leader Sir Ed Davey said the government should prevent West from entering the UK, calling the situation “extremely serious”.
BBC News understands that the Home Office has not yet received a visa application from the artist.
Conservative leader Kemi Badenoch said governments must avoid “platforming people who make antisemitic statements or who put out anything that will incite violence and hatred towards Jews”.
Reform UK leader Nigel Farage said he personally would not attend the event.
Previous Controversies
West has faced widespread condemnation over a series of public statements and actions in recent years.
In 2022 his account on the social media platform X was suspended several times after posts that breached the platform’s rules, including a message in which he said he would go “death con 3 on Jewish people” and an image combining a swastika with the Star of David.
He also attracted criticism after wearing a “White Lives Matter” T-shirt during Paris Fashion Week.
Sportswear company Adidas later ended its partnership with the artist, saying it did not tolerate antisemitism or hate speech.
Last year Australia blocked West from entering the country after he released a song titled “Heil Hitler”, which referenced the Nazi leader.
Apology and Recent Activity
West, who has spoken publicly about living with bipolar disorder, later issued an apology for earlier comments.
In November 2025 he met Rabbi Yoshiyahu Yosef Pinto and reportedly apologised for previous antisemitic remarks. Two months later he published a full-page advertisement in the Wall Street Journal stating he was “not a Nazi or an antisemite”.
In the statement he said manic episodes associated with bipolar disorder had caused him to “lose touch with reality” and expressed regret over his actions.
Despite the controversy, West has continued releasing music. Three songs from his album Bully, released in March, are currently within the UK’s top 100 singles chart.
The rapper has not performed in the UK since headlining the Glastonbury Festival in 2015.
Wireless organisers have promoted the July event as a “three-night journey through his most iconic records”.
Calls for Entry Ban
The controversy has also prompted calls for authorities to block West’s entry to Britain.
Earlier this week, the Board of Deputies of British Jews, the largest body representing Jewish communities in the UK, said the artist should not be allowed into the country.
A spokesperson for London Mayor Sir Sadiq Khan said West’s previous remarks were “offensive and wrong” and did not reflect the values of the capital.
The spokesperson added that the decision to book the artist was made by festival organisers and not by City Hall.
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Adapted by ASEAN Now. Source 6 April 2026
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