The artist formerly known as Kanye West’s Wireless Festival booking, which brings the 24-time Grammy winner to London’s Finsbury Park for a three-night stint in July, has been followed by a number of brands distancing themselves from the annual event.
As fans are aware, Ye began the year by detailing his struggles with bipolar disorder and the lifelong impact of a 2002 car crash that he says left him with a brain injury that wasn’t “properly diagnosed” until recently. In a full-page Wall Street Journal ad, he also addressed his use of a swastika, saying this behavior came during a period in which he “lost touch with reality.”
“It does not excuse what I did, though,” Ye, who also referenced enduring a “four-month long manic episode” in early 2025, said. “I am not a Nazi or an antisemite. I love Jewish people. To the Black community, which held me down through all of the highs and lows and the darkest of times. The Black community is, unquestionably, the foundation of who I am. I am so sorry to have let you down. I love us.”
The letter was followed two months later by the official release of Bully, as well as a pair of shows at SoFi Stadium in Los Angeles, one of which featured Lauryn Hill and Travis Scott as surprise guests.
As Ye’s Wireless Fest dates draw closer, we take a look at the response to the booking so far, including Pepsi’s decision to withdraw its sponsorship and reactions from local political leaders.
Pepsi withdraws sponsorship from Wireless Festival after Ye booking
“Pepsi has decided to withdraw its sponsorship of Wireless Festival,” a company spokesperson announced just days after Ye’s booking was confirmed.
Though an exact reason was not provided directly by the company, the announcement came amid pushback on Ye’s impending three-night run from local political leaders.
Diageo follows suit
In the wake of Pepsi’s decision, Diageo, the company behind familiar alcohol brands like Johnnie Walker and Ketel One, said it would not be sponsoring the 2026 festival. In a statement, the company cited unspecified “concerns.”
PayPal seemingly distances itself
Though not an official sponsor of Wireless Festival, PayPal, which provides early ticket access for the event and others, has been confirmed to not be appearing in any future Wireless promotional materials.
Rockstar Energy also reportedly withdraws sponsorship
By Monday (April 6), Rockstar Energy had reportedly been added to the list of brands opting to distance themselves from Wireless. Complex has reached out to reps for comment and clarification. Rockstar Energy, notably, was previously owned by PepsiCo but was acquired by Celsius last year in the U.S. and Canada. PepsiCo, however, still owned Rockstar internationally as of last August.
London Mayor Sadiq Khan, other local leaders speak out
In a statement shared with Complex, a spokesperson for London Mayor Sadiq Khan addressed Ye’s booking, clarifying that it did not involve City Hall.
“We are clear that the past comments and actions of this artist are offensive and wrong, and are simply not reflective of London’s values,” the spokesperson said. “This was a decision taken by the festival organizers and not one that City Hall is involved in.”
Others who have spoken out in recent days include U.K. Prime Minister Keir Starmer, who said Ye’s booking was “deeply concerning,” and Shadow Home Secretary Chris Philp. The latter has called on Ye to be prevented from traveling to the U.K., citing “statements expressing sympathy for Nazi ideology” and “partial apologies.”
