AceShowbiz - Pepsi has announced it will withdraw its sponsorship from London's Wireless Festival after the event booked Kanye West as a headliner for three nights.

The decision came shortly after British Prime Minister Keir Starmer publicly condemned the festival's choice to feature West, marking his first UK performances in 11 years. Starmer expressed deep concern over West's previous antisemitic statements and his celebration of Nazism, calling antisemitism "abhorrent" and emphasizing the responsibility to ensure Jewish communities feel safe and secure in Britain.

Starmer's remarks were echoed by London Mayor Sadiq Khan, who told Rolling Stone that West's past comments and actions are offensive and do not represent London's values. Khan also clarified that the festival organizers made the booking decision independently, without involvement from City Hall.

Pepsi had been the primary sponsor of the festival, officially titled "Pepsi MAX Presents Wireless," since 2015. The company’s withdrawal was reported by The Guardian just hours after Starmer's statement, underscoring the growing backlash against the festival's association with West.

The controversy highlights the challenges music festivals face when booking artists with divisive public profiles. Wireless Festival, a major event in London’s music scene, now faces uncertainty regarding its sponsorship and public support amid the criticism.

The backlash centers on West's contentious reputation due to his antisemitic remarks and alignment with extremist views, which have prompted strong reactions from political leaders and sponsors alike.

As the situation develops, Pepsi's sponsorship pullout signals the potential for wider industry repercussions concerning artist bookings and brand associations at major events.