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PepsiCo has officially ended its long-running sponsorship of the Wireless Festival, bringing an end to a co-branding partnership that lasted more than a decade.
In a brief statement, the company confirmed the decision, saying, “Pepsi has decided to withdraw its sponsorship of Wireless Festival.” While no specific reason was given, the timing has fueled speculation online, with many pointing to ongoing controversies surrounding high-profile artists associated with the event, including Ye.
At the same time, PepsiCo has been facing backlash of its own. Critics have called out the company for its operations in Israel, particularly following its 2018 acquisition of SodaStream in a deal worth $3.2 billion. The move has continued to draw scrutiny amid broader geopolitical tensions and consumer boycotts.
The departure marks a significant shift for Wireless Festival, which has long been closely tied to Pepsi branding. It also highlights the growing intersection of corporate sponsorships, global politics, and the evolving expectations placed on major brands in the music and entertainment space.
Pepsi drops Wireless Festival sponsorship over Kanye West booking and antisemitic remarkshttps://t.co/3VDo9fY1dH
— ITV News (@itvnews) April 5, 2026
