Pepsi has withdrawn its sponsorship of London’s Wireless Festival following criticism from Sir Keir Starmer, Sir Sadiq Khan and Jewish leaders over the decision to have the disgraced rapper Kanye West headline this year’s event.
It comes after the Little Britain star Matt Lucas directly called out Pepsi for their involvement in the festival.
A Pepsi spokesperson told The Independent: “Pepsi has decided to withdraw its sponsorship of Wireless Festival.”
West has a history of antisemitism, including releasing a song titled “Heil Hitler” and selling merchandise decorated in swastikas.
Writing on X, Lucas raised both of these incidents in a pithy tweet calling out both Wireless and Pepsi.
“Have you released a song called ‘Heil Hitler’?” Lucas asked. “Have you sold T-shirts with swastikas on them? Have you promised to go ‘death con 3 On JEWISH PEOPLE’?”
“If so, congratulations! You may be eligible to headline @WirelessFest, sponsored by @pepsiuk.”
Have you released a song called 'Heil Hitler'?
— Matt Lucas HQ (@RealMattLucas) April 4, 2026
Have you sold t-shirts with swastikas on them?
Have you promised to go 'death con 3 On JEWISH PEOPLE'?
If so, congratulations! You may be eligible to headline @WirelessFest, sponsored by @pepsiuk
The Independent has contacted Wireless Festival for comment. Pepsi’s withdrawal from the event is a significant blow for organisers, with Pepsi branding across the Wireless site. The event had also officially been called “Pepsi presents Wireless”.
West is in the midst of a comeback tour, releasing a new album – titled Bully – as well as touring the US. It comes on the heels of the rapper taking out an open letter in The Wall Street Journal apologising for his antisemitism and blaming his outbursts on the side effects of a brain injury, as well as his bipolar disorder.
He wrote in January that he “lost touch with reality” during the worst of his manic episodes and “gravitated toward the most destructive symbol I could find, the swastika, and even sold T-shirts bearing it”.
He continued: “I regret and am deeply mortified by my actions in that state, and am committed to accountability, treatment, and meaningful change,” adding, “It does not excuse what I did, though. I am not a Nazi or an antisemite. I love Jewish people.”
West’s letter was met with scepticism online, however, with some condemning the timing of the apology ahead of his album release and tour.
“Idk, sounds like he’s got a whole lot of excuses to try and ease his conscious [sic], but exactly [zero] mention of making amends or attempting to undo the damage he caused,” one person posted on Reddit, adding that West “moderates his language about the ideology supposedly caused by a brain injury, and refuses to take accountability for his actions. Seems like crocodile tears to me”.
West released Bully in late March and kicked off his latest tour on Wednesday (3 April), with a set that included guest appearances from Lauryn Hill and Travis Scott. But despite apparent sign-offs from major stars, West remains a contentious figure online, with the singer Chloe Bailey drawing backlash for attending the show as a fan.
Wireless have yet to comment on the backlash to West’s appearance, which will take place over three successive nights in July, despite Sir Keir calling it “deeply disturbing”.
He said in a statement: “Antisemitism in any form is abhorrent and must be confronted clearly and firmly wherever it appears. Everyone has a responsibility to ensure Britain is a place where Jewish people feel safe and secure.”
London mayor Sir Sadiq Khan also condemned West’s booking, writing: “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.”
