Pepsi has pulled out of sponsoring an upcoming music festival in London amid growing backlash over the involvement of Ye, the controversial rapper formerly known as Kanye West.
A Pepsi spokesperson confirmed in a statement provided to USA TODAY on April 5, "Pepsi has decided to withdraw its sponsorship of Wireless Festival." The move came days after the announcement that Ye will headline all three days of the festival, which is scheduled to take place this July in London.
The booking sparked swift criticism given the widespread backlash Ye has faced in recent years for his racist and antisemitic comments, including saying he loves Adolf Hitler, identifies as a Nazi and planned to go "death con 3 on" Jewish people. In 2022, major brands cut ties with the rapper over his antisemitic statements. Since then, Ye has continued stirring outrage and in 2025 released a song titled "Heil Hitler."
USA TODAY has reached out to a representative for Ye for comment.
The Wireless Festival will be held at Finsbury Park in London from July 10 to July 12. Festival organizers previously said that Ye's "UK comeback will be an extraordinary chapter in Wireless's story," per the BBC. The rapper last performed in the U.K. in 2015.
