Pepsi has withdrawn its decade-long sponsorship of London's Wireless Festival following escalating backlash—including from UK Prime Minister Keir Starmer and London Mayor Sadiq Khan—over booking Ye to headline all three nights. The festival remains scheduled for July 10-12 at Finsbury Park.
This development follows initial condemnations reported earlier this week from Mayor Khan and Jewish groups like the UK's Jewish Leadership Council, who called the booking 'deeply irresponsible' amid rising antisemitism.
Pepsi, which branded the event 'Pepsi MAX Presents Wireless' since 2015, confirmed the withdrawal on April 5. A spokesperson told Billboard: 'Pepsi has decided to withdraw its sponsorship of Wireless Festival.' Festival Republic (a Live Nation company) had announced Ye—formerly Kanye West—as headliner on March 31, promoting a 'three-night journey through his most iconic records.' This marks his return to UK stages since headlining Wireless in 2014.
Prime Minister Keir Starmer stated: 'It is deeply concerning that Kanye West has been booked to perform at Wireless despite his previous antisemitic remarks and celebration of Nazism. Antisemitism in any form is abhorrent... Everyone has a responsibility to ensure Britain is a place where Jewish people feel safe and secure.'
Organizers have not commented on the sponsorship loss or criticisms; the website still listed Pepsi as of Sunday. Tickets go on sale Tuesday.
Ye's history includes antisemitic statements, a 2025 song 'Heil Hitler,' swastika merchandise, and praise for Nazi ideology. He issued a public apology in January, blaming brain damage from a 2022 car crash, recently released album Bully (March 28), and performed in Los Angeles and Mexico City.
