Pepsi withdraws sponsorship after backlash over Kanye West Wireless headline

Pepsi has withdrawn its sponsorship of London’s Wireless Festival following backlash over the booking of Kanye West as a headline act.

The soft drinks company had been the main sponsor of the event, which was promoted under the branding “Pepsi presents Wireless”. However, a spokesperson confirmed that the company had decided to withdraw its support ahead of this summer’s festival.

The decision comes after widespread criticism surrounding the inclusion of Kanye West, also known as Ye, in the line-up. The rapper has faced significant controversy in recent years after voicing admiration for Adolf Hitler and making antisemitic remarks. He issued an apology in January.

The reaction to his scheduled appearance has extended beyond public criticism. Prime Minister Sir Keir Starmer described the booking as “deeply concerning”, adding to the growing scrutiny surrounding the festival.

Wireless Festival, held in Finsbury Park, is the UK’s largest rap, hip-hop and R&B music event. It attracts around 50,000 attendees each day and has become a major fixture in the summer music calendar.

The controversy has also prompted action from other companies. Diageo, the drinks company behind brands such as Johnnie Walker and Captain Morgan, confirmed that it would also withdraw its sponsorship of the 2026 event.

A spokesperson for the company said it had informed organisers of its concerns and would no longer be involved.

The developments come at a time of heightened sensitivity within London’s Jewish community. The backlash follows a recent arson attack on four ambulances belonging to the Jewish volunteer organisation Hatzola in Golders Green on 23 March.

The situation has intensified scrutiny on decisions surrounding public events and the individuals associated with them.

Kanye West has remained a controversial figure in recent years. In addition to his public remarks, he released a song titled Heil Hitler last year and had previously advertised a swastika T-shirt on his website.

The booking of the artist for a high-profile UK festival has therefore generated significant debate, with critics questioning the decision to include him in the line-up.

Pepsi’s withdrawal marks a notable shift for the festival, given its role as the main sponsor. The branding partnership had been a prominent part of the event’s identity.

The loss of sponsorship from both Pepsi and Diageo represents a significant development for organisers, as they prepare for the upcoming festival.

Despite the withdrawals, no further announcements have been made regarding changes to the line-up or the event itself.

The situation continues to unfold, with the festival facing ongoing scrutiny over its decisions. The controversy highlights the challenges faced by organisers when balancing artistic programming with public and corporate expectations.

As the event approaches, attention is likely to remain focused on how organisers respond to the backlash and whether further action will be taken in light of the concerns raised.