Pepsi and Diageo Drop Wireless Festival Over Kanye West Backlash

Pepsi and Diageo have withdrawn their sponsorships of London’s Wireless Festival following the announcement that Ye, the rapper formerly known as Kanye West, would headline the 2026 event. The decision follows significant criticism from political leaders and Jewish organizations regarding the artist’s history of antisemitic remarks.

Pepsi, which served as the main sponsor and branded the event as Pepsi presents Wireless, confirmed its departure in a statement to The Independent, noting that the company has decided to withdraw its sponsorship. The loss of Pepsi branding across the festival site is described as a significant blow to the event organizers.

Diageo, the parent company of brands including Captain Morgan and Johnnie Walker, also announced its withdrawal on April 5, 2026. A spokesperson for Diageo informed the Press Association that the company had communicated its concerns to the organizers and would not sponsor the 2026 festival.

Political and Public Backlash

The sponsorship withdrawals follow public condemnation of the booking by high-profile figures, including Prime Minister Sir Keir Starmer and Mayor Sir Sadiq Khan. Sir Keir Starmer described the decision to book Ye as deeply concerning, citing the rapper’s previous celebration of Nazism and antisemitic comments.

Further pressure came from entertainer Matt Lucas, who used the platform X to call out both the festival and Pepsi. Lucas highlighted specific incidents, including the release of a song titled Heil Hitler and the sale of merchandise featuring swastikas, questioning if those actions made the artist eligible to headline a Pepsi-sponsored event.

Context of the Controversy

Ye’s booking for the festival, scheduled for July 2026 at London’s Finsbury Park, marks his first potential UK performance since headlining Glastonbury in 2015. The decision has been met with resistance due to a series of recent controversies involving the artist’s public statements.

Reports indicate that Ye has previously voiced admiration for Adolf Hitler and released a song titled Heil Hitler. He had advertised T-shirts featuring swastikas on his website and had been barred from the platform X on multiple occasions due to antisemitism.

These incidents are contrasted by Ye’s recent attempts at a professional comeback. He is currently touring the United States and has released a new album titled Bully.

In an open letter published in The Wall Street Journal, the rapper apologized for his antisemitism. In the letter, he attributed his outbursts to his bipolar disorder and the side effects of a brain injury.

Summary of Sponsor Withdrawals

• Pepsi: Withdrew as the main title sponsor; branding will be removed from the Wireless site.
• Diageo: Withdrew sponsorship of the 2026 event after expressing concerns to organizers.

The Wireless Festival has been contacted for comment regarding the loss of these major corporate partners.