Pepsi has pulled out as the main sponsor of Wireless Festival after Kanye West, now known as Ye, was announced as the headliner for all three nights of the London event this July.

The move came after backlash over Ye’s past antisemitic remarks. Prime Minister Keir Starmer called the booking “deeply concerning,” saying it was troubling that West had been chosen despite his history of antisemitic comments and praise of Nazism. He added that antisemitism “in any form is abhorrent” and said Britain must remain a place where Jewish people feel safe.

Pepsi had been the lead sponsor of the festival, which was marketed as Pepsi presents Wireless. Diageo has also stepped back, saying it had raised concerns with organisers and would not sponsor the 2026 festival “as it stands.” Johnnie Walker and Captain Morgan, two of its brands, had been listed as festival partners.

By Sunday evening, Pepsi, Johnnie Walker, and Captain Morgan still appeared on the Wireless website, although the section with partner details had reportedly been taken offline and replaced with an error message.

The criticism has also spread across British politics. Liberal Democrat leader Ed Davey said Ye should be banned from entering the UK, while Conservative leader Kemi Badenoch said people who make antisemitic statements should not be given platforms that could fuel hatred. Reform UK leader Nigel Farage also weighed in, saying he personally would not buy a ticket. The Home Office has not yet received an application for Ye to enter the country.

The controversy around Ye’s booking is tied to a long string of incidents over the past few years. He faced widespread condemnation for antisemitic posts and statements, including comments praising Hitler and Nazism. He was also dropped by Adidas, suspended multiple times from X, and criticised for selling swastika-branded merchandise. Although he later apologised publicly, including in a Wall Street Journal ad in January, the response to his Wireless slot shows the backlash has not faded.

Wireless has described Ye’s set as a three-night run through his most iconic records. The festival will take place from July 10 to 12 in north London and would mark his first UK performance since Glastonbury in 2015.

So now, what was supposed to be a major comeback booking has turned into a growing problem for Wireless, with sponsors walking away and pressure mounting on organisers to respond.