"Reebok Denies Ordering Removal of Logo from Israel Football Kits", 30 September 2025

Confusion deepened...over Reebok’s ties with Israel’s national soccer team after conflicting reports surfaced in Israeli media.

According to...Haaretz, the sportswear company had instructed its Israeli importer, MSG, to remove its logo from uniforms supplied to the Israel Football Association (IFA).

The outlet reported that Reebok International had never signed a direct agreement with the IFA and sought to distance itself from the use of its brand on the kits, which were unveiled in August and first worn during a World Cup qualifier against Moldova on September 5.

The IFA reacted furiously, saying it regretted that Reebok had “chosen to succumb to boycott threats that were completely irrelevant,” and declared it would consider legal action. “There are clear laws against boycotts, and we will examine all legal options available to us,” the IFA said, as quoted in the Times of Israel. It added that the Israeli flag and the team’s emblem “will continue to be proudly displayed” and that the association was “convinced” it would secure “a braver and more honest sponsor.”...

The Boycott, Divestment and Sanctions (BDS) movement has long targeted the IFA, arguing that its inclusion of football clubs based in illegal Israeli settlements normalizes violations of international law. In a statement earlier this year, BDS described Reebok’s involvement with the IFA as granting “international legitimacy to the IFA’s actions.”...

But the company has now issued a categorical denial. Speaking to Reuters, a Reebok spokesperson said: “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.”

The contradiction leaves unresolved questions about the exact nature of the relationship between Reebok, its local distributor, and the IFA. While Israeli media and BDS suggest some form of arrangement existed — or was at least planned — Reebok insists it has taken no steps to withdraw from sponsorship and has not instructed the IFA to alter its uniforms...