In February 2025, it was reported that Reebok had signed a two-year deal with the Israel Football Association (IFA), which includes in its official leagues teams based in the illegal settlements in Palestine.

By including teams based in the illegal settlements, the IFA is accused of being complicit in the apartheid and military occupation in the West Bank. Reebok is subsequently being called upon to end its contract with the IFA.

The announcement of Reebok’s sponsorship follows the International Court of Justice’s assessment in July 2024 that Israel’s occupation of Gaza and the West Bank, including East Jerusalem, is illegal and violates the prohibition on racial discrimination and apartheid. In particular, the International Court of Justice confirmed that the settlements are illegal under international law and ordered the State of Israel to cease them.

Reebok’s sponsorship also follows the decision by previous sponsors, Erréas and Puma, to withdraw or end their sponsorship of the IFA.

In March 2025, Business & Human Rights Resource Centre invited Authentic Brands (parent company of Reebok) to respond. It did not.

In September 2025, it was reported that Reebok had requested the removal of its logo from the jerseys of IFA teams, and the IFA stated it was seeking a new sponsor. However, reports soon emerged that Reebok had reversed its decision to end its sponsorship, reportedly following a conversation between the IFA president, Reebok and the local franchisee. In November 2025, Business & Human Rights Resource Centre invited Authentic Brands to respond. It did not.