Recommendations of the Editorial team
Pepsithe main sponsor of London’s Wireless Festival for a decade, announced on Sunday that it was withdrawing from the partnership – in response to Kanye West’s booking for three festival nights.
The drinks company’s decision came just hours after British Prime Minister Keir Starmer publicly criticized Wireless organizers for signing West as a three-night headliner – his first appearances in the UK in 11 years. “It is deeply disturbing that Kanye West was booked for the Wireless despite his history of making anti-Semitic statements and glorifying Nazism,” Starmer said.
Starmer’s clear words
“Anti-Semitism is abhorrent in any form and must be combated clearly and decisively wherever it occurs. Everyone has a responsibility to ensure that Britain is a country where Jewish people feel safe and secure.”
Starmer’s statements echoed those of London Mayor Sadiq Khan, who told Rolling Stone: “We believe this artist’s past comments and actions are offensive, wrong and simply do not reflect London’s values. This decision was made by the festival organizers and is not a matter in which City Hall was involved.”
Pepsi, which had sponsored the festival – officially known as Pepsi MAX Presents Wireless – since 2015, announced a few hours after Starmer’s criticism: “Pepsi has decided to end its sponsorship of the Wireless Festival,” the Guardian reports. The organizers have not yet commented on West’s commitment or Pepsi’s departure.
Tickets already on sale
As of Sunday morning, the festival website was still advertising “Pepsi MAX Presents Wireless.” The organizers have not yet commented on West’s booking or the loss of the sponsor. Tickets for the festival in July 2026 are scheduled to go on sale on Tuesday.
The wireless controversy coincides with West’s sold-out comeback to the North American stage at SoFi Stadium in Los Angeles, where he brought numerous guests to the stage. At the beginning of the year, West apologized for his previous controversial statements and anti-Semitic outbursts in a full-page ad in the Wall Street Journal – he has not commented publicly since then.
