Sportswear giant Reebok has denied reports in Hebrew media claiming it had requested the removal of its logo from the Israeli national football team’s jerseys.
A company spokesperson said:
“Reebok is proud of its record of uniting cultures both on and off the field. The reports in Israeli media alleging that Reebok instructed the Israeli Football Association to remove our branding from the national team kits are simply false. We will continue to honour our commitments to the Israeli Football Association. We do not operate in politics; our focus remains on the sporting side.”
The Israeli Football Association also confirmed that the national team’s kits for international matches will continue to display Reebok’s logo, as before.
Conflicting Reports in Hebrew Media
Earlier, Israel’s official broadcasting authority claimed the logo would be removed at Reebok’s request, even suggesting that the Israeli Football Association was considering legal action if the move were deemed an act of boycott.
Haaretz reported that Reebok had contacted its local distributor in Israel to remove the branding from the national team kit. In response, the association stated it had no direct agreement with Reebok and suggested the company had “succumbed to boycott threats irrelevant to our arrangements.”
The association added that it had signed a deal with a local equipment supplier, allowing for the inclusion of multiple sponsors “more courageous than Reebok” on future kits.
Rising Boycott Pressure
On 19 August, Israel unveiled its new kit under Reebok sponsorship, first worn in a World Cup qualifier against Moldova on 5 September.
The controversy coincides with increasing international calls to sanction Israel in sport due to its war on Gaza:
- In early September, FIFA reportedly considered suspending all Israeli teams after pressure from UN human rights experts and European bodies, though Washington has sought to block the move.
- UEFA matches in Europe have seen protests, banners such as “Stop Killing Children,” and Palestinian children invited onto the field during medal ceremonies.
- At the Vuelta a España cycling race, pro-Palestinian demonstrators disrupted the route, delaying the Israeli team.
- Six international tennis tournaments scheduled in Israel were cancelled by the International Tennis Federation due to ongoing air-raid sirens and war conditions.
- In New York, the #GameOverIsrael campaign was launched in Times Square, urging European football federations to boycott Israel.
The boycott movement has also spread beyond sport. Italy’s main tourism exhibition cancelled Israel’s participation after pressure from local authorities citing the war’s “dramatic consequences shaking the entire world.”
Furthermore, state broadcasters revealed that Spain, Ireland, Slovenia, and the Netherlands have already opposed Israel’s participation in the upcoming Eurovision Song Contest in Vienna, with other European countries reportedly considering joining the boycott.
Conclusion
While Reebok insists it will maintain its branding on Israeli football kits, the global tide of cultural and sporting boycotts against Israel continues to rise. From football to cycling, tennis, tourism, and music competitions, mounting pressure reflects a growing international consensus: Israel’s ongoing genocide in Gaza cannot be normalised through sport or entertainment.
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