Israel’s national soccer association on Tuesday accused global sportswear brand Reebok of initiating — and later canceling — a demand to remove its logo from the jerseys and kits of the national soccer team, prompting a denial from the company.
Reebok allegedly asked its local equipment supplier, MSG Group, to pull its logo from the kits and uniforms of the Israeli squad, according to a statement by the Israel Football Association (IFA).
“We regret that the Reebok company has chosen to succumb to boycott threats that were completely irrelevant. There are clear laws against boycotts, and we will examine all legal options available to us,” the IFA said, adding its emblem and the Israeli flag would continue to be proudly displayed on all national team uniforms.
“We are convinced that a braver and more honest sponsor will be found in the near future,” the association said.
Hours later, the association said Reebok had backtracked from the demand following a conversation between IFA President Moshe Zuares, Reebok and the MGS Group.
“Reebok reversed its decision and the Israel national team’s uniforms in international matches will continue to feature the company’s logo as it has been up to now,” the IFA said.
The move allegedly came after the IFA threatened legal action and accused Reebok of succumbing to boycott threats.
Reebok subsequently denied ever making the demand.
“Reebok is proud of our record as a unifier of all cultures on and off the pitch. Reports in Israeli news outlets claiming that Reebok has directed the IFA to remove its logos from its national team kits are simply not true,” a spokesperson told Reuters.
“We will continue to honor our brand’s and our local licensee’s commitment to the IFA. We don’t do politics; we do sport.”
A global backlash against Israel over the war against Hamas in Gaza has spread into sports and culture, with some calls for Israeli participants to be excluded.
Reebok took over providing the national uniform last year.
In December 2023, German sportswear company Puma ended its sponsorship of Israel’s soccer team, a decision the firm said had been made in 2022.