Pepsi and Diageo Pull Wireless Festival Sponsorship Over Kanye West Booking

Pepsi and Diageo have withdrawn their sponsorship of the Wireless Festival following the booking of Kanye West as the headliner for the 2026 event. The decision comes amid significant public and political backlash regarding the rapper’s history of antisemitic remarks and celebrations of Nazism.

The festival, scheduled to take place in London’s Finsbury Park in July 2026, had planned for West, also known as Ye, to headline all three nights of the event. However, the booking has led to serious doubts about whether the festival will proceed as planned.

Sponsorship Withdrawals and Political Reaction

A spokesperson for Pepsi confirmed that the company decided to withdraw its sponsorship of Wireless festival. Sources indicate that the company’s position became untenable following the intervention of UK Prime Minister Keir Starmer and widespread criticism from the public.

Diageo, the parent company of brands including Johnnie Walker and Captain Morgan, also confirmed it will not sponsor the 2026 Wireless festival due to concerns regarding the booking of West.

Prime Minister Keir Starmer described the decision to book the rapper as deeply concerning, citing West’s previous antisemitic remarks. Starmer stated that antisemitism in any form is abhorrent and must be confronted clearly and firmly wherever it appears, emphasizing the responsibility to ensure Jewish people feel safe and secure in Britain.

Controversies Surrounding Kanye West

The backlash stems from a series of highly controversial actions and statements by the 48-year-old musician. These include voicing admiration for Adolf Hitler and releasing a song titled Heil Hitler.

Additional points of contention include West advertising a swastika T-shirt for sale on his website and posting antisemitic content on X, which led to him being barred from the platform on multiple occasions.

In January 2026, West published a full-page advertisement in the Wall Street Journal titled To Those I’ve Hurt, in which he apologized for his comments and stated, I am not a Nazi or an antisemite and I love Jewish people. In other statements, he attributed a four-month long, manic episode caused by his bipolar disorder as the reason for his remarks.

UK Performance Context and Potential Barriers

If the event proceeds, the performance would mark West’s first appearance in the UK since headlining Glastonbury in 2015, ending an eleven-year hiatus from the British music scene.

However, his ability to perform may be hindered by legal or administrative barriers. Reports indicate that West has not yet applied for entry into Britain. Authorities possess powers to block individuals from entering the country if their presence is deemed not conducive to the public good.

The decision to book West has also drawn criticism from public figures, including comedian Matt Lucas. Sky News has approached the festival organizers for a response to the sponsorship withdrawals and the ongoing controversy.