Pepsi has withdrawn its long-standing sponsorship of London’s Wireless Festival following the controversial booking of Ye, the artist formerly known as Kanye West, as a three-night headliner, per variety.com.
The soft drinks giant announced the end of its decade-long partnership on Sunday, just hours after Prime Minister Keir Starmer publicly condemned the rapper’s scheduled appearance.
In a statement to British media, Pepsi confirmed its exit from the event, which was previously branded “Pepsi MAX Presents Wireless.” While the company did not explicitly name Ye, the move follows a wave of public backlash and high-level political pressure. Prime Minister Starmer told The Sun that booking the artist was “deeply concerning” given his history of antisemitic remarks and previous “celebration of Nazism.” The PM emphasised that everyone has a responsibility to ensure Britain remains a safe environment for the Jewish community.
Political opposition to the booking has been widespread. Liberal Democrat leader Ed Davey suggested the rapper should be banned from entering the UK, while a spokesperson for London Mayor Sadiq Khan stated that the artist’s past actions do not reflect London’s values. Despite the loss of its lead sponsor, the Wireless Festival website continues to advertise Ye’s performance at Finsbury Park, scheduled for July 2026, marking his first UK appearance in 11 years.
The controversy comes as Ye attempts a commercial comeback. Although he issued a written apology in January citing a manic episode for his past behaviour, many remain sceptical as he has yet to offer a verbal expression of contrition. British Jewish leaders have labelled the festival’s decision “deeply irresponsible,” warning that providing a platform to the rapper risks spreading harmful rhetoric. Other festival partners, including PayPal and Budweiser, have yet to comment on whether they will follow Pepsi’s lead.
