Pepsi, the main sponsor for London’s Wireless Festival for a decade, announced Sunday it was pulling its support for the fest amid Wireless’ three-night booking of Kanye West.
The soda company’s decision comes hours after British Prime Minister Keir Starmer issued a statement criticizing Wireless organizers for enlisting West to headline three nights at the festival, the rapper’s first U.K. shows in 11 years.
“It is deeply concerning that Kanye West has been booked to perform at Wireless despite his previous antisemitic remarks and celebration of Nazism,” Starmer said.
“Antisemitism in any form is abhorrent and must be confronted clearly and firmly wherever it appears. Everyone has a responsibility to ensure Britain is a place where Jewish people feel safe and secure.”
Starmer’s statement echoed those of London Mayor Sadiq Khan, who said in a statement to Rolling Stone, “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. This was a decision taken by the festival organizers and not one that City Hall is involved in.”
Pepsi, who had sponsored the festival — officially known as “Pepsi MAX Presents Wireless” — since 2015, announced hours after Starmer’s opposition, “Pepsi has decided to withdraw its sponsorship of Wireless festival,” the Guardian reports.
As of Sunday morning, the festival’s website was still promoting the “Pepsi MAX Presents Wireless.” Festival organizers have not yet commented on booking West or losing Pepsi. Tickets for the July 2026 fest are scheduled to go on sale Tuesday.
The Wireless controversy arrives amid West’s sold-out, guest-filled return to the North American stage at Los Angeles’ SoFi Stadium. Earlier this year, West apologized for his past controversial statements and antisemitic outbursts in a full-page Wall Street Journal ad, but hasn’t commented publicly.
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