London’s Wireless Festival is facing growing pressure as Diageo has officially withdrawn its sponsorship, becoming the second major brand to step back following backlash over Kanye West’s headlining slot.
The beverage giant confirmed that it would no longer be involved in the 2026 event, citing concerns raised with festival organizers. The move follows a similar decision from Pepsi, which had been closely tied to the festival’s branding in recent years.
“We have informed the organizers of our concerns, and as it stands, Diageo will not sponsor the 2026 Wireless festival,” said the spokesperson via The Independent.
The withdrawals come amid mounting criticism from political leaders and public figures over West’s inclusion in the lineup. U.K. Prime Minister Keir Starmer described the situation as “deeply disturbing,” while London Mayor Sadiq Khan said the artist’s past actions do not reflect the city’s values.
The controversy centers on West’s history of antisemitic remarks and behavior, which has drawn widespread condemnation. Public pressure intensified after actor and comedian Matt Lucas publicly criticized sponsors for supporting the festival, directly calling out brands associated with the event.
Despite the backlash, Wireless Festival organizers have not issued a formal response regarding West’s headlining performances, which are scheduled to take place across three nights in July.
The sponsorship exits represent a significant shift for the festival, which has long relied on major corporate partnerships for support. Pepsi, in particular, had been prominently featured in previous editions of the event.
West, meanwhile, is in the middle of a high-profile return to music, having recently released his album Bully and launched a new run of live performances. He also issued a public statement earlier this year expressing regret over past actions.
