“Pepsi has decided to withdraw its sponsorship of Wireless Festival,” the company said in statement given to multiple British news organizations.

“It is deeply concerning Kanye West has been booked to perform at Wireless despite his previous antisemitic remarks and celebration of Nazism,” Starmer stated. “Antisemitism in any form is abhorrent and must be confronted firmly wherever it appears. Everyone has a responsibility to ensure Britain is a place where Jewish people feel safe.”

London mayor Sadiq Khan made statements distancing the city’s government from the festival at Finsbury Park on July 10-12. “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,” a spokesperson for the Mayor said. “This was a decision taken by the festival organizers and not one that City Hall is involved in.”

Ye published apology in January about his disturbing behavior that made him pariah in recent years. The hip-hop titan said in the ad that he has been getting treatment for a brain condition after last year suffering “a four-month-long manic episode of psychotic, paranoid and impulsive behavior that destroyed my life.”

It’s bee less than a year since Ye released the song “Heil Hitler,” which was banned from all streaming platforms last May. He then announced he was “done with antisemitism” and issued a new version of “Heil Hitler,” renamed “Hallelujah,” with references to Nazism changed to Christian lyrics. But in 2025, he sold swastika T-shirts on the web.

He also told the audience, “I want to thank y’all for sticking by me all these years. Through the hard times, through the low times. I love you for that.” The SoFi Stadium shows were his first substantial U.S. solo shows in five years.

Pepsi has been prominent on the Wireless Festival branding as the “headline partner,” but the festival website also lists a number of other “partners” that may find themselves under similar pressure to stand with or against the Ye booking, including PayPal, Rockstar Energy Drink, Budweiser, Johnnie Walker, Drip, Beatbox, Drip and Big Green Coach. As of this writing none had yet followed Pepsi in staking a position.

Ye’s latest album, “Bully,” is expected to debut high on the Billboard 200 chart. Critics have noted the album is on the benign side, without any disturbing content like “Vultures 1,” his 2024 collaboration with Ty Dolla $ign, which debuted at No. 1, or unreleased but leaked 2025 “Cuck” project that included the “Heil Hitler” single.