Pepsi drops Wireless Festival sponsorship

The long-standing partnership between Pepsi and the Wireless Festival has ended abruptly due to the inclusion of Ye, formerly known as Kanye West, on the summer lineup.

The rapper, who has not performed in the UK since 2015, has faced global condemnation for his previous praise of Nazism and antisemitic outbursts.

British government officials and animal welfare groups had already been critical of the event's direction, but Pepsi's exit marks a significant financial blow.

It remains unclear if the festival will seek a new primary sponsor or if West's headline status will be reconsidered.