Pepsi pulls sponsorship of U.K. festival Ye was set to headline after prime minister condemns antisemitic remarks
Pepsi pulls sponsorship of U.K. festival Ye was set to headline after prime minister condemns antisemitic remarks
Shania RussellSun, April 5, 2026 at 6:32 PM UTC
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Kanye West in 2024Credit: Bellocqimages/Bauer-Griffin/GC Images
After over a decade as the main sponsor for London's Wireless Festival, Pepsi has announced that it is pulling its support for the event amid backlash to headliner, Ye.
The rapper, formerly known as Kanye West, has been at the center of controversy for several years after being criticized for various antisemitic and racist remarks. But recent months have seen the "Runaway" singer set several comeback performances, including a gig as the headliner of the 2026 Wireless Festival.
The decision was roundly criticized, even earning a fiery reaction from U.K. prime minister Keir Starmer. In the midst of the discourse, Pepsi is ending its long-standing partnership with the festival.
"Pepsi has decided to withdraw its sponsorship of Wireless Festival," the company said in a short statement provided to Entertainment Weekly. The beverage company did not share further details about its reason for pulling the sponsorship, but the timing has been noted.
Rapper Kanye West performs onstage during Rolling Loud 2024 at Hollywood Park Grounds on March 14, 2024 in Inglewood, CaliforniaCredit: Scott Dudelson/Getty
As of Sunday afternoon, Pepsi is still listed as a headline sponsor on the festival’s website and the Wireless Festival is still advertising Ye as the main performer.
"Pepsi MAX presents Wireless returns to Finsbury Park on the 10-12 July 2026," reads the text on the main page. "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."
Entertainment Weekly has reached out to representatives for the Wireless Festival and Ye for comment.
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On Saturday, Starmer condemned the Wireless festival for booking West as a headliner, pointing to his recent controversies.
"It is deeply concerning Kanye West has been booked to perform at Wireless despite his previous antisemitic remarks and celebration of Nazism," Starmer said in a statement to the British newspaper, 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."
In recent years, Ye has been at the center of a long list of controversies. A growing list of professional partners have cut ties with him — including Adidas, Balenciaga, and the talent agent CAA — after he repeatedly made antisemitic and racist remarks.
Kanye West and British Prime Minister Keir StarmerCredit: Jon Kopaloff/WireImage; Frank Augstein - WPA Pool/Getty
Throughout it all, Ye's been on a controversy rollercoaster — apologizing and later ramping up the problematic behavior. He apologized to the Jewish community in 2023 and again in 2026. Yet last year, he called Adolf Hitler "fresh" on social media and later had his website shut down for selling swastika-covered shirts. In May, he released the song, "Heil Hitler" which was subsequently "banned by all digital streaming platforms."
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As for his music career, West has been performing a limited number of shows on his 2026 Ye World Tour, in support of his new album Bully. His most recent performance at SoFi Stadium in Los Angeles was on April 3. Despite the backlash to Ye's comeback concert, the two consecutive performances were sold-out, with fans filling the 70,000-seater stadium. The performance featured a parade of Ye's past collaborators and pals, including Travis Scott, CeeLo Green, Lauryn Hill, and his daughter North West.
on Entertainment Weekly
Source: “AOL Entertainment”
