Why are Pepsi and Diageo withdrawing their sponsorship from Wireless Festival? Kanye West headline controversy explained

Pepsi and Diageo have withdrawn their sponsorship from Wireless Festival because of the backlash over Kanye West being booked as the headline act.

According to the reports, the 48 year old rapper will be headlining all three nights of the festival, which will be held in Finsbury Park in London from July 10 to 12. The news has reignited criticism over West’s past antisemitic comments and use of Nazi‑linked symbols.

The festival has been branded as Pepsi MAX Presents Wireless, with Pepsi being its lead sponsor for over a decade, while Diageo was also a key partner. A spokesperson of the company said in a statement:

“Pepsi has decided to withdraw its sponsorship of Wireless festival.”

The soda company’s decision came hours after the British Prime Minister Keir Starmer criticized Wireless organizers for enlisting Kanye West to headline the event. He called the booking “deeply concerning.”

Continue reading for more details.

What did British Prime Minister Keir Starmer say about Kanye West headlining London Wireless Festival?

British Prime Minister Keir Starmer strongly criticised the decision to book Kanye West as the headliner for all three nights of the 2026 Wireless Festival in London.

In a statement first reported by The Sun on April 5, he described the booking as ‘deeply concerning’ given West’s previous antisemitic remarks and glorification of Nazism.” He said:

“It is deeply concerning that 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 clearly and firmly wherever it appears. Everyone has a responsibility to ensure Britain is a place where Jewish people feel safe and secure.”

The Prime Minister’s intervention added to the growing backlash, which led the sponsors – Pepsi and Diageo - to withdraw their support for the festival. After the soda company shared its decision in a short statement, Diageo, owner of Johnnie Walker and Captain Morgan, said:

“We have informed the organisers of our concerns and as it stands, Diageo will not sponsor the 2026 Wireless festival.”

In addition to the UK Prime Minister, London Mayor Sadiq Khan and Jewish community leaders condemned it as they highlighted West’s statements. Khan said in a statement given 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.”

The musician has issued apologies to the Jewish and Black communities but these have been followed by repeated instances of similar controversial behavior.

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Kanye West will be performing for tens of thousands of people across three nights at Wireless Festival 2026 in London’s Finsbury Park. According to a report in The Sun, he will be playing to 150, 000 people.

This will be his first UK performance in over 11 years, and his first London shows in more than a decade. He last performed in Glastonbury in 2015. His July performance marks his much-awaited comeback on stage.

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