A spokesperson for Diageo—the conglomerate behind iconic brands such as Johnnie Walker, Captain Morgan, and Guinness—confirmed the decision to ITV News on Sunday evening. “We have informed the organisers of our concerns and, as it stands, Diageo will not sponsor the 2026 Wireless festival,” the company stated. The withdrawal marks a significant blow to the festival’s commercial viability, as Diageo represents one of the most influential backers in the live music industry.
The corporate exodus was sparked by a wave of high-level political and social condemnation. Prime Minister Keir Starmer led the criticism, labeling the booking of West—now legally known as Ye—as “deeply concerning.” Starmer emphasized that the rapper’s history of antisemitic rhetoric and his explicit celebration of Nazism are “abhorrent” and must be firmly confronted.
West’s recent track record includes the release of a song titled Heil Hitler and the attempted sale of swastika-themed merchandise. While the rapper issued a full-page apology in the Wall Street Journal this past January, attributing his behavior to a “four-month-long manic episode,” many community leaders feel the gesture is insufficient. Phil Rosenberg, president of the Board of Deputies of British Jews, described the invitation for West to perform as “absolutely the wrong decision.”
The controversy arrives during a period of heightened sensitivity in the UK. Following recent arson attacks on Jewish community ambulances and a fatal attack on a Manchester synagogue last year, the decision to platform a figure associated with antisemitic hate speech has been deemed “not reflective of London” by critics.
With both Diageo and Pepsi severing ties, the pressure now shifts entirely to the festival organisers, who have yet to confirm if the event will proceed with its controversial headliner or if further sponsor withdrawals are imminent.
