Yikes! After the United Kingdom’s Wireless Festival booked Kanye West as its headliner, Pepsi officially withdrew its sponsorship from the event, ending their decade-long partnership.
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On March 31, Wireless Festival officials released an announcement sharing Ye would be making his return to London. The announcement revealed Ye, 48, would headline all three nights of the Wireless Festival in Finsbury park: July 10, 11, and 12.
While many fans were excited and eager to purchase tickets, other social media users expressed concern and criticism. The announcement arrived two months after Ye issued a formal apology to the Jewish community following severe backlash over his previous antisemitic comments and “heiling (hailing)” of Adolf Hitler.
In late January, Ye blamed his wild episodes and hate speech on his health issues. However, the apology wasn’t enough for some and still want him “cancelled.”
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On Sunday (April 5), ITV News reported that Pepsi confirmed it was pulling its sponsorship from the Wireless Festival after the organizers name Ye as headliner for all three nights. A spokesperson simply said, “Pepsi has decided to withdraw its sponsorship of Wireless Festival.”
Pepsi had positioned itself as the main sponsor of the Wireless Festival, under the branding of, “Pepsi present Wireless.” Pepsi’s move also follows criticism from UK Prime Minister Keir Starmer, who called the booking “deeply concerning.” Starmer said:
“It is deeply concerning that Kanye West has been booked to perform at Wireless despite his previous antisemitic remarks and celebration of Nazism. 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.”
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