Two more major sponsors have withdrawn from the U.K.’s Wireless Festival following the announcement of Ye, formerly Kanye West, as a headliner. The festival is scheduled for July in London.
Pepsi, the event’s primary sponsor, ended its decade-long partnership with the festival on Sunday. The beverage giant was a cornerstone sponsor for the multi-day event.
Diageo, the spirits company behind brands like Johnnie Walker and Captain Morgan, also pulled its sponsorship later the same day. Their exit further escalates the commercial fallout.
The withdrawals come amid ongoing controversy surrounding Ye’s scheduled three-night headline performance. His involvement has sparked significant public debate.
These sponsor departures represent a major financial and logistical blow to the festival organization. Losing primary backers so close to the event creates substantial challenges.
The situation underscores the ongoing impact of Ye’s public statements and actions on his commercial partnerships. Major brands continue to distance themselves from the artist.
The festival has not yet issued a public statement regarding these sponsor withdrawals or any potential changes to the lineup. The event is still planned to proceed in July.