Pepsi has withdrawn as main sponsor of this summer’s Wireless festival, with Diageo, PayPal and AB InBev also distancing themselves from the event after Ye, formerly Kanye West, was announced as headliner.

The move marks a significant brand safety setback for the London music festival, which had been closely associated with Pepsi, while Diageo brands Johnnie Walker and Captain Morgan had also been listed as partners.

The withdrawals follow mounting criticism over the decision to book Ye for all three nights of the July event, despite his past antisemitic remarks and public praise for Hitler.

For consumer brands, the story has quickly shifted from festival sponsorship to reputational risk. Pepsi’s exit was followed by Diageo stepping back, while PayPal has also pulled its support and AB InBev has reportedly withdrawn its backing too, broadening the fallout beyond soft drinks into alcohol and payments.

The sponsorship pullouts come as political and public pressure has intensified.

Prime Minister Sir Keir Starmer described Ye’s booking as “deeply concerning”, while ministers are reviewing whether he should be allowed to enter the UK. The Board of Deputies of British Jews and other organisations have also urged Wireless to reverse course.

Despite that, promoter Festival Republic has stood by the booking. Managing director Melvin Benn said Ye “is intended to come in and perform”, arguing the festival is offering a platform for music rather than his views, and framing the decision around forgiveness and second chances following the artist’s January apology.

The episode is a reminder of how quickly major partnerships can become liabilities when talent decisions collide with wider social and political concerns.

What might once have been seen as a high-profile summer marketing tie-up has instead become a case study in how sponsorship value can unravel when controversy overtakes the event itself.

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