Pepsi, Diageo Withdraw Sponsorship From UK Wireless Festival After Kanye West Named Headliner
Major sponsors are stepping back from one of the UK’s biggest music events after controversy erupted over its headline act, raising fresh questions about how festivals navigate reputational risk and public backlash.
Pepsi and drinks conglomerate Diageo have both withdrawn their sponsorship of the 2026 Wireless Festival, organizers confirmed, days after it was announced that Kanye West would headline all three nights of the London event.
Wireless, held annually in Finsbury Park and drawing crowds of up to 150,000 people, had positioned West as the centerpiece of its July 10–12 lineup. The decision quickly triggered criticism from political leaders, advocacy groups and corporate partners alike, reflecting the lingering fallout from the artist’s past controversies.
“Pepsi has decided to withdraw its sponsorship of Wireless Festival,” a company spokesperson told CNN Monday, signaling an abrupt break from its role as the festival’s primary sponsor.
Diageo followed suit, distancing its corporate brand and its affiliated labels, including Guinness, Baileys, Smirnoff, Cîroc, Captain Morgan and Johnnie Walker, from the event. “We have informed the organizers of our concerns, and as it stands, Diageo will not sponsor the 2026 Wireless festival,” a spokesperson for the company said.
The withdrawals come after years of scrutiny surrounding West’s public statements and behavior. The artist, who now goes by Ye, has faced widespread backlash for repeated antisemitic remarks. Though he issued a public apology earlier this year, controversy has continued to follow his career.
In a full-page advertisement published in The Wall Street Journal in January, West reflected on his past actions, writing: “One of the difficult aspects of having bipolar type-1 are the disconnected moments − many of which I still cannot recall − that lead to poor judgment and reckless behavior that oftentimes feels like an out-of-body experience.” He added, “I regret and am deeply mortified by my actions in that state, and am committed to accountability, treatment, and meaningful change. It does not excuse what I did, though. I am not a Nazi or an antisemite. I love Jewish people.”
“I lost touch with reality. Things got worse the longer I ignored the problem. I said and did things I deeply regret. In that fractured state, I gravitated toward the most destructive symbol I could find, the swastika, and even sold T-shirts bearing it.”
Festival organizers have not publicly responded to the sponsors’ decisions.
Political reaction in the UK has been swift. Prime Minister Keir Starmer criticized the booking, stating, “It is deeply concerning that Kanye West has been booked to perform at Wireless despite his previous antisemitic remarks and celebration of Nazism.”
Advocacy groups have gone further, calling for direct government intervention. The Campaign Against Antisemitism urged authorities in a post on X to block West from entering the country altogether.
“The Prime Minister is right to be deeply concerned that @WirelessFest wants to headline someone whose anti-Jewish bigotry has gone as far as recording a track titled ‘Heil Hitler’ less than a year ago. But the Prime Minister is not a bystander. The Government can ban anyone from entering the UK who is not a citizen and whose presence would ‘not be conducive to the public good’. Surely this is a clear case. @pepsi has done the right thing by dropping its sponsorship of the festival, but if management are adamant that they want to headline Kanye West, it is only the Government that can stop them.”
Concerns have also been raised within Britain’s Jewish community. Board of Deputies of British Jews president Phil Rosenberg said in a statement that the festival “should not be profiteering from racism,” adding that the booking “decision breaches Wireless’s own charter” on discrimination.
The backlash is unfolding against a broader backdrop of rising concern about antisemitism in the UK. Just last month, police arrested two men in connection with a suspected antisemitic arson attack in London, in which ambulances belonging to a Jewish volunteer rescue group were set on fire.
West’s relationship with major institutions and brands has been strained for several years. In 2022, companies including Adidas, Balenciaga, TJ Maxx and Gap cut ties with him following antisemitic comments and the release of merchandise featuring the slogan “White Lives Matter.”
Further consequences followed internationally. In July, Australian authorities canceled his visa after the release of a song titled “Heil Hitler,” which promoted Nazi ideology. That same year, West was suspended from X for violating policies related to inciting violence, though his account was reinstated in 2023.
The unfolding situation surrounding Wireless Festival highlights the delicate balance between artistic programming and corporate accountability. As sponsors retreat and public pressure mounts, organizers now face growing scrutiny over whether the event can proceed as planned and at what cost.
Moumita Basuroychowdhury is a Contributing Reporter at The National Digest. After earning an economics degree at Cornell University, she moved to NYC to pursue her MFA in creative writing. She enjoys reporting on science, business and culture news. You can reach her at moumita.b@thenationaldigest.com.