Pepsi and Diageo Pull Wireless Festival Sponsorship Over Kanye West Headline Booking
Pepsi and brewery company Diageo have withdrawn their sponsorship of the UK’s 2026 Wireless Festival after it was announced that Kanye West would headline the three-day event.
Major brands are distancing themselves from the UK's Wireless Festival after organisers confirmed that Kanye West, now known as Ye, will headline the 2026 three-day event. Beverage giant Pepsi and global drinks conglomerate Diageo have both formally withdrawn their sponsorship deals in response to the announcement.
The companies cited concerns linked to Kanye West's history of antisemitic remarks and controversial public behaviour as reasons for their departure. West has faced widespread condemnation in recent years following a string of inflammatory statements, leading numerous brands and business partners to sever ties with the rapper and fashion mogul.
Diageo, whose portfolio includes major spirits brands such as Guinness, Johnnie Walker and Smirnoff, confirmed its withdrawal in a statement, emphasising that its partnerships must reflect the company's values. Pepsi similarly issued a statement making clear the decision was driven by those same concerns about the artist's conduct and public record.
The sponsorship withdrawals represent a significant financial and reputational blow to Wireless Festival, one of the UK's most prominent urban music events, traditionally held in London. Losing two high-profile corporate backers months before the festival is scheduled to take place could put pressure on organisers to reconsider the booking or seek substantial replacement funding.
Wireless Festival organisers have yet to publicly comment on the exits or whether the Kanye West headline slot remains confirmed. The situation puts festival promoters in a difficult position, caught between the commercial draw of one of the most recognisable names in music and the increasing reluctance of major corporations to associate with him.
The development reflects a broader trend of brands reassessing sponsorships and endorsements in light of artists' public statements and behaviour. For Kanye West, the withdrawals add to a lengthy list of terminated partnerships that have included Adidas, Gap, and talent agency CAA, deals which collectively cost him billions of dollars in business value.