Pepsi Cancels Wireless Festival Sponsorship After U.K. Prime Minister Condemns Kanye West Headliner Booking

The rapper's scheduled three-night appearance at the London festival has sparked outrage over his past antisemitic remarks.

Apr. 5, 2026 at 11:06am

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Pepsi has withdrawn its longtime sponsorship of the Wireless Festival in London, hours after U.K. Prime Minister Keir Starmer expressed alarm over Kanye West being booked as the event's headliner. The festival had been officially known as 'Pepsi MAX Presents Wireless' as part of a partnership dating back to 2015, but the company said it has now decided to end that association. Starmer and other political figures in the U.K. have condemned the decision to have West perform, citing his past antisemitic statements and 'celebration of Nazism'.

Why it matters

Kanye West's booking at the high-profile Wireless Festival has sparked a major backlash in the U.K., with political leaders and Jewish organizations condemning the move and calling for the rapper to be banned from entering the country. The controversy highlights the ongoing debate around whether artists with a history of offensive and hateful rhetoric should be given prominent platforms, and the responsibility of event organizers and sponsors to consider the impact of their programming decisions.

The details

Pepsi announced its withdrawal from the Wireless Festival just hours after Prime Minister Keir Starmer expressed alarm over West's scheduled three-night headlining appearance at the event. Starmer said it was 'deeply concerning' that West had been booked to perform, citing the rapper's 'previous antisemitic remarks and celebration of Nazism.' Other U.K. political figures, including Liberal Democrat leader Ed Davey and London Mayor Sadiq Khan, have also criticized the festival's decision and distanced themselves from it. The festival had been officially known as 'Pepsi MAX Presents Wireless' as part of a decade-plus sponsorship deal, but the company said it is now withdrawing that association.

  • Pepsi announced its withdrawal from the Wireless Festival on Sunday, April 5, 2026.
  • Prime Minister Keir Starmer condemned Kanye West's booking earlier that same day.

The players

Pepsi

A major soft drink company that had been the title sponsor of the Wireless Festival in the U.K. since 2015.

Keir Starmer

The Prime Minister of the United Kingdom, who expressed alarm over Kanye West being booked as the headliner for the Wireless Festival.

Kanye West

The American rapper, formerly known as Ye, who was scheduled to perform a three-night headlining set at the Wireless Festival in London.

Ed Davey

The leader of the Liberal Democrat party in the U.K., who called for Kanye West to be banned from entering the country.

Sadiq Khan

The Mayor of London, who distanced the city's government from the Wireless Festival and stated that West's 'past comments and actions' were 'offensive and wrong'.

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What they’re saying

“It is deeply concerning Kanye West has been booked to perform at Wireless despite his previous antisemitic remarks and celebration of Nazism. Antisemitism in any form is abhorrent and must be confronted firmly wherever it appears. Everyone has a responsibility to ensure Britain is a place where Jewish people feel safe.”

— Keir Starmer, Prime Minister of the United Kingdom

“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.”

— Sadiq Khan, Mayor of London

What’s next

The Wireless Festival organizers have not yet responded to the growing backlash and withdrawal of Pepsi's sponsorship. It remains to be seen whether they will reconsider Kanye West's headlining slot or if the controversy will continue to escalate in the lead-up to the event.

The takeaway

This incident highlights the delicate balance event organizers must strike between booking high-profile artists and ensuring their programming aligns with community values. The swift condemnation from U.K. political leaders and the loss of a major sponsor demonstrate the risks of normalizing figures who have promoted hateful ideologies, even if they are seeking redemption.