Corporate sponsors are distancing themselves from London’s Wireless Festival after the inclusion of Ye, the artist formerly known as Kanye West, was announced as a three-day headliner.
Global beverage giant Diageo has officially withdrawn its sponsorship, becoming the second major brand to exit after Pepsi also stepped back.
“We have informed the organizers of our concerns, and as it stands, Diageo will not sponsor the 2026 Wireless festival,” a Diageo spokesperson told The Independent.
According to ITV News, PayPal has joined to list of sponsors backing out of the London-based festival. While the fintech company is not an official sponsor of the event, it served as the payment partner for early access to tickets for Live Nation UK Festivals.
Announcement Aftermath
The backlash has been loud, and it’s coming from the top. U.K. Prime Minister Keir Starmer called the situation “deeply disturbing,” while London Mayor Sadiq Khan said West’s past actions don’t align with the city’s values. The criticism stems from the artist’s history of antisemitic remarks, which was universally condemned across various industries.
Actor and comedian Matt Lucas called out brands supporting the festival. He urged sponsors to reconsider their involvement following the announcement of Ye’s participation. Despite the mounting controversy, Wireless Festival organizers have yet to release an official response. For now, Ye is still scheduled to headline across three nights in July. The silence has only fueled more questions about how the situation will unfold.
For the festival, the stakes are high. Losing major sponsors like Pepsi and Diageo marks a significant financial and reputational shift. Meanwhile, West continues his high-profile return. He is fresh off his latest album Bully, which is set to debut atop the Billboard 200.
He recently took over So-FI Stadium with two sold out shows. Guest appearances includedLauryn Hill, Travis Scott, Don Toliver and more joined him on stage. Ye previously recent public apology addressing past behavior.