Pepsi Ends Sponsorship of Wireless Festival Following Backlash Over Ye’s Performance
Pepsi Withdraws Sponsorship of London’s Wireless Festival Amid Ye Controversy
Pepsi has announced its withdrawal of sponsorship from London’s Wireless Festival, following backlash over the inclusion of Ye, formerly known as Kanye West, as the headliner. The food and beverage giant had been the main sponsor of the festival for a decade.
A Pepsi spokesperson confirmed the decision, stating, “Pepsi has decided to withdraw its sponsorship of Wireless Festival,” on April 5. The festival, previously branded as “Pepsi MAX Presents Wireless,” had maintained a partnership with the company since 2015.
This year’s Wireless Festival is scheduled to take place from July 10 to 12 at Finsbury Park in London. Ye had previously headlined the event in 2014.
The backlash intensified after British Prime Minister Keir Starmer criticized the festival for booking Ye. “It is deeply concerning that Kanye West has been booked to perform at Wireless despite his previous antisemitic remarks and celebration of Nazism,” Starmer remarked. He emphasized the need to confront antisemitism firmly, adding, “Everyone has a responsibility to ensure Britain is a place where Jewish people feel safe and secure.”
Ye has faced significant criticism over the years for multiple antisemitic statements and actions, including the release of a song titled “Heil Hitler” and selling T-shirts adorned with swastikas. In January, he publicly apologized for his controversial remarks in a full-page ad in the Wall Street Journal, attributing his behavior to mental health issues stemming from a past car crash.
London Mayor Sadiq Khan also condemned the decision to feature Ye, stating, “We are clear that the past comments and actions of this artist are offensive and wrong, and are simply not reflective of London’s values.” He noted that the festival’s booking was made independently of City Hall.
Additionally, the Jewish Leadership Council voiced its disapproval, describing the booking as “deeply irresponsible.” A spokesperson highlighted concerns over rising antisemitism in the UK, referencing a terrorist attack in Manchester and other hate-related incidents.
Amid the controversy, Ye released his 12th studio album, Bully, on March 28, marking his first solo project since 2022’s Donda 2. He has recently returned to the stage in the U.S. and is set to perform again at RCF Arena in Italy on July 18, shortly after the planned Wireless Festival appearance.
