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Wireless Fest is losing major sponsorships after the popular music festival announced Ye as its headliner.
According to a report The Guardian published on Sunday, April 5, Pepsi confirmed it "has decided to withdraw its sponsorship of Wireless festival.” The beverage company, which was the lead sponsor of the UK-based festival, didn't reveal a reason for the last-minute cancellation. However, a rep for the brand announced its decision shortly after U.K. Prime Minister Keir Starmer denounced Ye's upcoming three-night performance.
“It is deeply concerning that Kanye West has been booked to perform at Wireless despite his previous antisemitic remarks and celebration of nazism," he said.
The world has yet to move past the seasoned rapper's antisemitic era. During his offensive tirade against the Jewish and Black communities in 2022, the artist formerly known as Kanye West lost multiple brand deals with Balenciaga, adidas, and others over the span of a few weeks. After debuting his "White Lives Matter" t-shirts, Ye continued to boast about Adolf Hitler's ideology to employees and others. He even made his heinous track "Heil Hitler," which is still glorified by racists and streamers today. Although Ye apologized for his past behavior in a lengthy letter he shared in January, it seems like some people have yet to forgive him.
The news about Wireless Fest's sponsors seems like déjà vu for Ye and his fanbase. Soon after Pepsi pulled out, other brands followed suit. Diageo, owner of top liquor brands like Captain Morgan and Johnnie Walker, announced it will no longer sponsor the music festival. According to ITV News, PayPal, which is not an official sponsor but a payment partner with Live Nation UK, reportedly removed its branding from all Wireless Festival-related materials.
“We have informed the organisers of our concerns, and as it stands, Diageo will not sponsor the 2026 Wireless festival," Diageo said in a statement.
Ye is set to perform at Wireless Fest on July 10 - July 12 in London's Finsbury Park. In the days since he was announced as the headliner, members of the U.K.'s Parliament have called on the government to ban Ye from entering the country. Government officials have not commented on the situation, but the home secretary, Shabana Mahmood, has the power to deny travel visas to anyone "based on their character, conduct, or associations when these pose a threat to UK society."