When it comes to drama, Ye, formerly known as Kanye West, never does anything quietly. His upcoming three-night headlining stint at London’s Wireless Festival has become the latest storm to hit the hip-hop superstar.
The biggest shake-up? Pepsi, long-time sponsor of Wireless Festival, announced on Sunday that it is pulling out of the festival’s partnership after more than a decade. Officially, the company didn’t name Ye in its statement, but the timing couldn’t have been clearer. The move came just hours after UK Prime Minister Keir Starmer criticised the festival for giving a platform to an artist with a history of antisemitic remarks.
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“Pepsi has decided to withdraw its sponsorship of Wireless Festival,” the beverage giant said in a terse release to British media outlets. For more than ten years, the festival had proudly carried the branding “Pepsi MAX Presents Wireless”, and this withdrawal marks the end of a partnership that began in 2015.
“It is deeply concerning Kanye West has been booked to perform at Wireless despite his previous antisemitic remarks and celebration of Nazism,” Starmer told the Sun. “Antisemitism in any form is abhorrent and must be confronted firmly wherever it appears. Everyone has a responsibility to ensure Britain is a place where Jewish people feel safe.”
London’s big names speak out
Starmer was not alone in his disapproval. Earlier in the week, Liberal Democrat leader Ed Davey went further, suggesting that Ye should be denied entry to the UK entirely. “We need to get tougher on antisemitism,” Davey said.
Even London’s mayor, Sadiq Khan, issued a distancing statement on Wednesday. A spokesperson clarified that City Hall had no involvement in the festival and emphasised that the artist’s past comments and actions are offensive and contrary to London’s values.
For the festival organisers, this is an unwelcome spotlight. While Finsbury Park is ready to host Wireless from July 10-12, 2026, the messaging on the official website still advertises Ye as the headliner, and Pepsi’s name is still there.
“Ye will headline all 3 days at Wireless 2026. 11 years later, Ye returns to London for a three night journey through his most iconic records,” the site reads. It is complete with a ticket link for sales beginning Tuesday.
Jewish groups slam UK appearance
Across the Atlantic, the UK Jewish community has voiced strong opposition to Ye’s London shows. The Jewish Leadership Council called the booking “deeply irresponsible,” citing his repeated platforming of antisemitic and pro-Nazi messaging.
The statement to The Guardian warned festival organisers to reconsider their decision. It also asked to provide a stage to someone with such a track record.
Pepsi’s withdrawal may be the first domino, but it’s unclear if other festival partners will follow suit. Companies like PayPal, Rockstar Energy Drink, Budweiser, Johnnie Walker, Drip, Beatbox, and Big Green Coach are all listed as partners.