Pepsi ends Wireless Festival sponsorship following controversy over Kanye West headlining slot

PepsiCo, Inc. said on Sunday, April 5, 2026, that it has ended its sponsorship of London’s Wireless Festival with immediate effect, following public criticism tied to rapper Ye, previously known as Kanye West, being booked as a headliner.

The festival had been marketed with prominent branding as “PEPSI PRESENTS WIRELESS,” and Pepsi’s logo appeared across promotional materials. The company’s statement confirmed the partnership would stop right away, marking a rapid change to the event’s commercial setup.

The announcement came within hours of comments attributed to British Prime Minister Keir Starmer , who voiced strong concern about Ye’s planned appearance. Starmer pointed to Ye’s history of antisemitic statements as the reason for his position, according to an interview reported by The Sun . In that interview, Starmer said: “Antisemitism in any form is abhorrent and must be confronted firmly wherever it appears.”

Starmer’s remarks were also framed in the context of his personal and political engagement on the issue. The source material notes that his wife is Jewish and that he has been involved in efforts to address antisemitism within the Labour Party.

Wireless is described as an annual music festival held in London. While Pepsi’s withdrawal removes a major branding element from the festival’s current promotion, the company did not disclose any financial details about the sponsorship or the cost of ending it. As a result, the immediate budget impact on the festival was not specified, and the broader consequences for planning and delivery remain unclear.

The festival lists other corporate partners, including Budweiser and PayPal . No information was provided on whether those relationships will change, or how Wireless intends to revise its marketing approach and funding arrangements after Pepsi’s exit.

The controversy is linked to Ye’s past behavior and public statements. The source material says that in January 2026 Ye issued an apology for earlier antisemitic conduct, attributing it to untreated bipolar I disorder, while also noting he has previously withdrawn similar apologies.

For corporate stakeholders and global markets, the episode highlights how quickly sponsorship agreements can be altered when public pressure and political scrutiny converge around high-profile cultural events. What remains uncertain is how Wireless will handle operational and financial adjustments, and whether Pepsi’s departure will affect the festival’s presentation, partner mix, or programming beyond the sponsorship change.