AceShowbiz - Two prominent sponsors have pulled out from London's Wireless Festival due to the controversial decision to have Kanye West headline the event this summer. Following the recent announcement by PepsiCo, which ended its decade-long sponsorship of the festival, the global alcohol company Diageo has also confirmed it will no longer support the 2026 Wireless Festival.

Diageo, known for its leading brands including Johnnie Walker, Captain Morgan, Guinness, Crown Royal, Smirnoff, and Ketel One, informed The Independent on Sunday on April 5 that it had expressed its concerns to the festival organizers and decided not to participate as a sponsor. Although Diageo's statement did not explicitly mention Kanye West, the withdrawal came shortly after British Prime Minister Keir Starmer publicly condemned the booking.

Further reports from Variety on April 6 revealed that Rockstar Energy is the third sponsor to exit the event, with an anonymous source confirming the company's decision was linked to West's headline role. Billboard has reached out to Rockstar Energy for confirmation but has yet to receive a response. Additionally, ITV News reported that PayPal is stepping back amidst the growing sponsor exodus. While not a sponsor itself, PayPal provides early ticket access as the payment partner for Live Nation's U.K. festivals.

The Wireless Festival, affiliated with Live Nation and previously titled "Pepsi MAX Presents Wireless," is scheduled to be held at Finsbury Park in London from July 10 to 12. West is set to headline all three nights, marking his return to the festival after previously headlining in 2014. As of the morning of April 6, the official Wireless website still listed Pepsi as the headline partner alongside other sponsors such as Rockstar, Budweiser, Captain Morgan, Johnnie Walker, Drip, PayPal, Beatbox, and Big Green Coach. However, by later that day, all sponsor names were removed from the site. Billboard has contacted Wireless Festival organizers for comments regarding the current sponsor and partner status but had not received a statement at press time.

The decision to book Kanye West has sparked widespread backlash, largely due to his repeated antisemitic statements and actions in recent years. These controversies include releasing a song titled "Heil Hitler," expressing admiration for Nazis and Adolf Hitler, selling merchandise featuring swastikas and the slogan "White Lives Matter," among other antisemitic incidents.

Earlier this year, West ran a full-page advertisement in The Wall Street Journal apologizing to both Jewish and Black communities for his previous conduct, coinciding with the release of his album Bully. Despite this, the Wireless booking has drawn sharp criticism from various public figures and organizations. British Prime Minister Keir Starmer told The Guardian that he found it "deeply concerning" that Kanye West was slated to perform, citing his prior antisemitic remarks and Nazi sympathies. He emphasized that antisemitism is abhorrent and must be confronted unequivocally to ensure the safety and security of Jewish people in Britain.

London Mayor Sadiq Khan also condemned the booking in a statement to Complex, labeling West's past comments and actions as "offensive and wrong," and stressed that the decision was made solely by festival organizers without City Hall involvement.

The U.K.'s Jewish Leadership Council joined the chorus of criticism, describing the headline choice as "deeply irresponsible." They highlighted the context of rising antisemitism in the U.K., including a recent terrorist attack in Manchester, assaults on ambulances in Golders Green, and thwarted plots that could have caused further harm.

The Campaign Against Antisemitism reinforced these concerns, backing Prime Minister Starmer's stance and calling attention to West's anti-Jewish bigotry, including his recent track titled "Heil Hitler." The group urged the Government to consider banning Kanye West from entering the U.K., a measure available for non-citizens whose presence would be "not conducive to the public good." They praised Pepsi for withdrawing sponsorship but warned that only Government intervention could prevent the festival from featuring West as headliner if organizers insist on his participation.

At the time of reporting, it remains uncertain whether the U.K. Government will attempt to bar West from entering the country. The Wireless Festival organizers have yet to publicly address the mounting criticism surrounding their headline choice.

Meanwhile, West recently performed two sold-out shows at Los Angeles’s SoFi Stadium in support of his album Bully, indicating a continued commitment to his music career despite the controversies.

The situation highlights a significant moment for the Wireless Festival, which must now navigate the fallout from its decision amid a notable sponsor exodus and public outcry. The outcome may influence future festival sponsorships and artist lineups within the U.K. music scene.