Pepsi has withdrawn its sponsorship of Wireless Festival following backlash over Kanye West being announced as the headline act.
The decision comes amid growing criticism of the rapper’s inclusion in the festival lineup, with concerns raised over his past controversial statements and actions.
A spokesperson confirmed the move, stating: “Pepsi has decided to withdraw its sponsorship of Wireless Festival.” The withdrawal is significant, as the company has been a major partner of the festival since 2015, with the 2026 edition previously branded as “Pepsi presents Wireless.”
Kanye West, also known as Ye, is scheduled to headline all three nights of the event at Finsbury Park in July. However, his booking has drawn widespread criticism due to previous antisemitic, racist, and inflammatory remarks. UK political leaders have also weighed in. Keir Starmer described the decision to book the artist as “deeply concerning,” while Sadiq Khan criticised it as “deeply irresponsible.”
Public figures have also challenged brands associated with the festival. Comedian Matt Lucas questioned Pepsi’s involvement on social media, referencing the rapper’s past behaviour and controversial content. Calls have since grown for the performance to be cancelled altogether, with some arguing that allowing him to headline sends the wrong message.
A spokesperson for the Mayor of London said the artist’s past comments are “offensive and wrong, and are simply not reflective of London’s values,” while noting that the booking decision was made by festival organisers, not City Hall. Despite the backlash, festival organisers have not publicly responded, and the performance remains scheduled.
Kanye West previously issued an apology earlier this year, stating he had “lost touch with reality” and expressing remorse for his past comments. However, critics argue that the apology does not address the extent of the controversy.
The situation continues to spark debate over accountability, artistic freedom, and the responsibilities of event organisers and sponsors.