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Pepsi withdrew its sponsorship of Wireless Festival on 5 April 2026, days after the festival announced Ye—formerly known as Kanye West—as the sole headliner for all three planned nights. The announcement came amid political and community criticism of the booking, but Pepsi’s statement did not give a reason for its decision. Wireless was later cancelled after the UK Home Office withdrew Ye’s electronic travel authorisation (ETA), and the organiser said ticket holders would receive refunds.
Why did Pepsi withdraw from Wireless Festival?
The sequence is clear; Pepsi’s stated rationale is not. Wireless announced Ye as the sole headliner for its 10–12 July 2026 festival on 30 March. Pepsi announced its withdrawal on 5 April. The festival had been promoted as “Pepsi presents Wireless,” and the sponsorship had run since 2015, according to Music Business Worldwide. The Associated Press reported that Pepsi did not provide an explicit reason for leaving.
That distinction matters: the announcement followed mounting criticism of the booking, but Pepsi did not publicly say that criticism caused its decision, nor did it identify a contractual, financial or other motive. Its reported statement was brief: “Pepsi has decided to withdraw its sponsorship of Wireless Festival.” The Associated Press and ITV reported the statement.
What prompted the backlash?
Criticism came from political figures and Jewish organisations after the booking was announced. Prime Minister Keir Starmer called it “deeply concerning” and said: “Antisemitism in any form is abhorrent and must be confronted clearly and firmly wherever it appears,” ITV reported. Phil Rosenberg, president of the Board of Deputies of British Jews, called allowing Ye to perform “absolutely the wrong decision.” London Mayor Sadiq Khan’s office also distanced City Hall from the booking, according to ITV and Music Business Worldwide.
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Festival Republic managing director Melvin Benn defended the decision on 6 April. As reported by The Guardian, Benn said Ye would perform songs and would not be given a platform to express his views. The dispute was therefore not only about sponsorship: it also concerned whether the festival should have booked Ye and what responsibility an event has in presenting an artist.
Which other brands changed their involvement?
| Brand | What was reported | How to describe the change |
|---|---|---|
| Pepsi | Announced on 5 April that it had decided to withdraw its sponsorship. | Formal sponsorship withdrawal; the statement gave no reason. Associated Press |
| Diageo | By 6 April, said it would not sponsor the 2026 festival and had informed organisers of its concerns. | Reported withdrawal from sponsorship. Music Business Worldwide |
| PayPal | ITV reported on 7 April that it would not appear in future promotional materials. | Reported change to promotion; the coverage does not establish that PayPal issued the same formal withdrawal statement as Pepsi. ITV |
Was Wireless Festival cancelled?
Yes. On 7 April, ITV and The Guardian reported that the Home Office had blocked Ye’s entry and that the festival would be cancelled. ITV reported that the decision was made because his presence would not be conducive to the public good. The organiser’s published notice is dated 8 April and says the Home Office withdrew Ye’s ETA, denying him entry to the UK; it then confirms the cancellation and says refunds would be issued to all ticket holders. The statement was carried by Record of the Day.
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The organiser also said: “Antisemitism in all its forms is abhorrent, and we recognise the real and personal impact these issues have had.” The planned event was for 10–12 July at Finsbury Park in north London. The Associated Press estimated around 150,000 attendees across the three planned days; that was an estimate for the event as planned, not a count of people who attended. The festival did not take place.
Quick Recap
Rank #4
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- Perfect for parties, meals, and celebrations big and small
- The official soft drink of the National Football League, Major League Baseball, and cola lovers everywhere
Rank #3
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